Field system for a three-brand glaucoma portfolio.
A rep playbook and field system for a glaucoma portfolio of three IOP-lowering brands.
- Client
- Alcon
- Sector
- Pharmaceutical
- Year
- 2024
- Disciplines
- Strategy & Brand, Medical Education & Scientific Communications
Glaucoma portfolio
Rep playbook, expectation sheets, leave-behinds and journal ads across three brands.
The challenge
Three products in the same portfolio, competing for the same conversation, with reps left to work out which one to lead with.
Our approach
- 01
Differentiate the brands on product attributes rather than volume of messaging.
- 02
Segment by the patient each one actually suits best, so the choice makes itself.
- 03
Give reps one playbook and a set of leave-behinds that follow the same logic.
- Strategy and creative
- Bang Albino
- Design and production
- Bang Albino studio
More work
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