Use of non-steroidal, anti-inflammatory drug (NSAID) plaster treatment was uncommon in physician practice and not listed in local medical guidelines as a treatment option. Patient awareness of the product was therefore also minimal. An additional barrier to gaining market traction was the price of the product, which is more expensive than other treatments. Nevertheless, DKSH and a Japanese company saw the potential of topical analgesic plasters and launched the first prescription NSAID plaster in Hong Kong.
Based on market data, DKSH positioned the plaster in a premium position over most oral and topical treatments, engaged with both key opinion leaders and medical associations and placed emphasis on ethical promotion for the product launch. Marketing activities included sampling, education, developing promotional tools and providing support during a patient awareness campaign. DKSH also leveraged the medical and open trade sales teams to support the coverage and exposure of the product.
DKSH successfully created patient and physician demand for the plaster in pain treatment. The plaster has gained a strong foothold in the market and developed a dominant market position. Sales increased significantly year on year, with a large majority of private orthopedic surgeons prescribing the plaster in their daily practice. To date, equivalent branded and generic competitor products have been unsuccessful in penetrating the market.
Market Expansion Services at work: successful launch
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