The Situation

Challenge

• A product franchise opportunity: one product launched and in phase IV,
  one product in phase II

• Maximize the existing product; prepare the marketplace for the second
   entry through publication planning and execution

• Establish and reinforce a copositioning platform through publications

• Maximize brand performance by creating rationale-for-use for both
   products through publications

• A pre-existing publication plan

• A global publication plan to accommodate both products

CHC response

• Maximize existing publications, conduct data-mining

• Identify aspects of the scientific platform which accommodate
   copositioning

• Create rationale-for-use for second product through publications

• Disseminate compelling clinical data to differentiate both products in a
   manner that is consistent with copositioning platform

The Partnership

Results

• An ongoing 4⁺-year client relationship

• A global publication plan to support both products

• First product considered as first-line, first-choice treatment for overactive
   bladder

• Scientific platform for second product consistent with copositioning

Tactics

• Competitive intelligence reporting for proactive communication
   management

• Electronic abstract bibliographies

• Advisory board summaries

• An effective bibliography including

   • 59 manuscripts

   • 182 abstracts

   • 58 posters

   • 21 presentations

   • 2 supplements