Repositioning for impact in CHF
How do you inject new life into a 25-year-old diuretic indicated in congestive heart failure? Put a fresh face on it—in this case the faces of a hippo and bird. The symbiotic relationship of the two came to symbolize Zaroxolyn’s repositioning as adjunctive therapy to the 800-lb generic gorilla in the market. And it helped Zaroxolyn beat their sales projections by 20% after 6 months of the campaign.