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Ellura

Marketing Plan for New Brand Launch

Challenges

  • Historically marketed prescription products to physicians and distributors – minimal expertise in direct-to-consumer marketing
  • Strategic and marketing priorities:
    • Establish and grow ellura market share in an already saturated market
    • Secure ellura’s brand presence as the highest quality, clinically prove and most effective product in its category
  • Needed to establish website as sole channel for product purchase

Approach

  • Conducted market, channel and competitive analysis to determine positioning and target customer needs.
  • Created a Marketing Playbook that included the following elements:
    • Core brand messaging, positioning and differentiating benefits
    • Near-term and longer-term channels
    • Integrated Marketing activation strategies, tactics and timelines, including trade shows, industry meetings and events, and PR
    • Physician messaging and education strategy to activate referrals to the DTC web channel
    • Led initial plan activation, including development of marketing collateral

Results

  • Created integrated marketing playbook for launch and rapid growth of new product entry
  • In 6 months, built ellura from initial product launch to a $25K per week ($1.3 million annualized revenue) DTC internet business
  • Built the foundation and core capabilities for SJP to shift from a pharma sales company to a brand and marketing company, selling direct to consumer

 

Case Study SJ Playbook

 


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