Showcase 4: Niche Marketing of Malaria

Not many Polish tourist did travel to exotic destinations, risking to be infected with malaria. Therefore no drugs for malaria prophylaxis were registered in Poland. However reasonable amounts of the 2 competing drugs were sold from Germany into Poland.

The analysis showed that engineers and other workers went to Asia and Africa to work in construction. Drugs for prophylactic use were imported on behalf of occupational health physicians and paid for by companies.

It was decided to register one drug in the country and to promote the product with small support to ~20 opinion leaders within occupational health. The very cheap campaign redirected all import sales to the local operating unit, including the sales of competition within the first year.

Products : Malaria, prophylactics

Location: Poland

Market Situation :

• No licenses available - not for own product, nor for competitor
• Only very few tourists went to Asia and Africa
• People traveling to Asia and Africa did so for professional reasons and product use was in occupational health

Problem : evaluation of business opportunities to expand franchise

Timelines :

• concept phase 6 weeks, international project team
• implementation: time to obtain registration

Strategy :

• very targeted promotion in atypical segment
• obtain "first mover advantage" for the newer drug to obtain exclusivity

Measures of Success :

• level of imports for both products.