The very nature of the pharmaceutical industry means that the vast majority of promotional effort is concentrated in the first half of a product’s life. However, LEC Advertising has had significant experience and success at revitalising mature brands. This can be just as important to the success of pharmaceutical companies as the higher profile new product launches.

We can even offer advice on which brands within a portfolio of mature products should be promoted since we have proven skills at analysing products and their markets, recognising opportunities and capitalising on them in innovative and successful ways.

This is particularly true in today’s changing environment since the continual developments within the NHS are throwing up new opportunities for some older products. The current requirements for cost effective brands, backed by extensive long-term data and supported by GPs conservatism is just what many mature brands can offer. Therefore, significant increases in potential may develop which justify the allocation of increased resources.

Case Studies

Here just some of the more than 20 case studies that we have for mature brands.

• IV Antibiotic
  We worked on the international campaign for a 10-year-old major antibiotic. Research showed that in efficacy terms it was perceived to be below the injectable cephalosporins.
  
  The client asked us to prepare a campaign promoting it as a strong antibiotic for severe infections. This was a me-too proposition which we felt would not change perceptions. An analysis of the clinical data showed that, not only was the brand as effective as the competition, but that it was normally compared with two or three competitors in combination. We, therefore, used this as our main benefit and discriminator.
  
  After one year, research showed that the brand’s efficacy perception had risen to the top third of the cephalosporins.

• GI
  We took over a brand when it was entering its mature stage. Cheaper competitors were expected and we decided that a strong branding campaign was necessary as the brand image was fairly nebulous.
  
  Our campaign was designed to take the brand off its pedestal and position it as a product for more routine use. This campaign helped to double sales over a four-year period, no mean feat for a large mature brand.

• Female Health
  We took over two brands that had been available for decades.
  
  Research revealed that the brands were perceived as established reliable, friends but were ‘over the hill’. We turned this to our advantage by positioning the brands as ones that had stood the test of time and used elegant, sophisticated imagery. GPs' had great empathy with redefining their old friends in this way and sales, which had been declining at 5% per year, actually increased by 5% following the new campaign.

• Mental Health
  We worked on a brand from before the launch, virtually continuously, until patent expiry.
  
  We provided a major strategic and creative review in its sixth year which was applauded around the world by other affiliates. This stimulated increased growth to maintain market dominance despite significant competitor pressure.
  
  In the tenth year, we again reviewed the brand values and market place and recommended a continuance of the strategy, but a dramatic change to the creative approach.
  
  Research showed increased impact and interest from doctors and renewed enthusiasm from the field force. Despite unrelenting competitor pressure, the brand continued to outstrip its competitors.

• Oral Rehydration
  We were asked to prepare proposals for revitalising the brand as a pitch exercise which was never intended to actually run.
  
  The client was so excited by our recommendations that as well as awarding us the main account they reallocated budgets to bring the older brand out of retirement. The campaign was based around offering inexpensive toys and games as a value-added service for children. The advertisement promoted the product in such an impactful way that a very limited advertisement budget went a long way.
  

If you have an older brand which you want to support, or if you have a portfolio that you would like to be assessed within today’s environment contact David Earl by calling 01895 846 414 or by e-mail