In the pharmaceutical industry, emerging treatment approaches could dramatically impact the market for traditional treatments such as vaccines. Influenza is a virulent, sometimes deadly disease that affects up to 20% of the US population. The development of effective therapeutics has been challenging for medical researchers due to the seasonal variation in viral strains and the highly infectious nature of influenza. One emerging treatment approach is to target the enzyme neuraminidase, responsible for promoting the release of flu virus from infected cells. However, as new treatments emerge, the market for traditional treatments such as vaccines could dissipate.

Fuld & Company examined emerging influenza products to determine product characteristics, launch dates, positioning and target markets.

Benefits and implications

Our research enabled the client to reduce its own advertising costs by ‘riding the coat-tails’ of the competition. Not only were cost savings realised, but the client was also able to time its own advertising campaign to directly compete with its new rivals.