Levothyroxine Product Launch

Marty Fitzgerald, now Defiant Creative's acting V.P., led the creative team that was hired by Sandoz to help maximize the launch of levothyroxine by establishing a market-leading generic share. There were many significant marketing challenges because of confusion in the market place, multiple brands, an uncertain regulatory path and Narrow Therapeutic Index (NTI) product. Sandoz needed to market their product like a brand—focusing on bioequivalence and product support materials demonstrating their ability to provide substitution within this highly controversial (NTI) market. A strategic campaign was created that provided a historical overview of the product, explaining the Sandoz/Mova filing strategy and business relationship, and detailed support materials that focused on the features and benefits of the product vs. the competition. Sandoz’ subsequent 70% market share exceeded expectations with 120 million dollars in sales and gained additional therapeutic listings at key pharmacies and business from all major retail chains with improved focus on packaging and competitive product benefits.