First-Time Generic Product Launch


Product launch of a first-time generic product in the glaucoma market


  • Different formulation than currently available reference branded product
  • Not available in every EMR platform initially
  • Need to re-create the market for this previously discontinued formulation


  • High potential targets were selected based upon their historical prescribing pattern of the branded reference drug.  The audience consisted of 3,000 ophthalmologists ranging from deciles 4-10 and 500 pharmacies per month
  • The campaign announced the availability of a new generic alternative to this branded product to physicians, and followed up with local pharmacies to encourage pull through
  • The program elements included tele-detailing, direct mail, email and faxing


The program was well received by the target HCPs and their practices. Prior to the conclusion of the original 6 month program, client extended the contract by 5 months through the end of the fiscal year. The program concluded with a 3.6-1 ROI.

line graph showing results from generic product launch campaign