Marketing for Healthcare Companies

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Marketing for Healthcare Companies

Buyer Research and Messaging revived Vivarin Sales

  • Market Research
  • Messaging
  • Branding

SITUATION

Mylan/Meda Pharmaceuticals sought to relaunch Vivarin, an over-the-counter caffeine pill that was losing market share to caffeinated, high-calorie energy beverages and of course coffee.

Their Atlanta team sought to modify their messaging and positioning to differentiate themselves in a very competitive marketplace.  Furthermore, they sought to help consumers associate Vivarin with a new time of day.

 

SOLUTION

We conducted buyer research to help us understand why buyers would purchase one caffeine source versus another. More specifically, we sought to understand:

  • The time of day and reasons consumers were most likely to purchase (to help frame a go-to-market strategy as well as content development).
  • Online activity (to pinpoint digital advertisement).
  • Solution-seeking keywords (to optimize their website’s SEO).

In addition, we reviewed existing marketing materials to understand current messaging disconnect.

 

RESULTS

The buyer research created new messaging and positioning that helped relaunch the product nationwide.  It also:

  • Targeted professionals who utilized caffeine more frequently.
  • Focused Google Ads and website SEO activity based on keyword analysis conducted.
  • Created targeted content for their website, commercials, videos, as well as radio advertisement placed on Pandora.
  • Improved sales and marketing lead generation results.

 

Looking for an Alpharetta marketing company that serves Atlanta and understands business growth? Contact Us.

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PRODUCT RELAUNCH

PRODUCT RELAUNCH

Developed new messaging and branding that helped them compete with energy drinks and other caffeine alternatives on the market.

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BUYER & MARKET RESEARCH

BUYER & MARKET RESEARCH

Researched market to understand purchase path, buyer personas, and competition to reshape go-to-market approach.

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REVENUE & MESSAGING

REVENUE & MESSAGING

Vivarin messaging and branding was adjusted to attract a younger business executive –resulting in increased sales nationwide.