Situation
A leading healthcare company was building an Rx to OTC switch strategy for a highly sensitive sexual health product in several global markets. It needed to understand challenges it might face in different countries for the launch.
WSL Process
WSL created a framework for the switch launch in each market. Specifically, WSL…
Conducted research to understand the social trends, competitive landscape, and regulatory laws in each country.
Interviewed key stakeholders to obtain their opinion on what was needed for a successful launch/switch in their country.
Deployed WSL local scouts to assess and create a virtual tour of how sensitive health products are discussed, promoted, and displayed at retail.
Created a playbook for each country detailing the shopper journey, potential category partnerships, digital tools and resources needed, and recommendations to execute.
Impact
The framework and playbook were used to jumpstart the launch switch shopper strategy work and provide ideas and opportunities for the company to explore in each country.
More insights behind the curtain
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