With limited clinical support, how did Excerpta Medica establish a client’s product more prominently within its therapeutic marketplace?

Market Analysis
Excerpta Medica’s client was marketing a cardiovascular product in a very crowded and mature market. This product was clinically proven to be very safe and effective. But, because the volume of published clinical support was not at the level of its competitors, fewer medical professionals were familiar with the client’s product and, as a result, it was not well established within the marketplace. The client was also seeking approval on an additional indication for the product.

Client Challenge
Excerpta Medica’s client faced several challenges:

• Position themselves as a prominent player in the cardiovascular market
• A shallow base of clinical support
• Establish their product as an attractive therapeutic option to a much larger customer base
• Build physician awareness of the condition for which they were seeking an approved indication
• Remain compliant to the European Pharmaceutical Advertising code

POSITION THE CLIENT AS A MARKET LEADER
ESTABLISH THE PRODUCT WITHIN THE MARKETPLACE
EDUCATE THE AUDIENCE

Excerpta Medica Solution
Excerpta Medica drew from its extensive experience in publishing to create a company-sponsored publication* that focused on providing scientifically sound, clinically pertinent, and timely information on cardiovascular disease.

The quarterly publication was created to build awareness of the disease and prepare the specialist and primary markets for future indications. It was also designed to establish this client as one of the industry’s authorities on cardiovascular disease. The information was presented by opinion leaders in a very practical, focused, and interactive format through:

• Clinical articles
• Pathophysiology articles
• Case reports
• Abstract reviews
• Extended abstracts
• Responses to clinical queries

The clinical content was complemented with high-quality photographic images, giving each issue a very professional and attractive appearance.

The publication was initially released in December of 2004 to physicians in Europe and Canada. The subscription base has grown significantly since then, and now includes versions translated for subscribers in Spain and Greece.

CREATED A COMPANY-SPONSORED PUBLICATION*
70% SUBSCRIPTION GROWTH 
2 SPECIAL EDITIONS IN GREEK AND SPANISH

Summary
The publication was launched in December 2004 and continues to run today. Circulation has increased from 10,000 at launch to 17,000 currently and includes such specialties as cardiology, diabetology, nephrology, internal medicine, and general practice. The 70% increase in subscription numbers was the result of growing interest from both the client and physicians. Additionally, Excerpta Medica has recently launched 2 special editions translated specifically for the Greek and Spanish markets.

*In an earlier version of this case study, we stated that a “company-sponsored journal” was created when in fact this was a “company-sponsored publication”.