Background:
Abbott Renal Care, a division of Abbott Laboratories, is the
manufacturer and distributor of Zemplar¨, a Vitamin D analog
for patients with Chronic Kidney Disease (CKD). The product,
in IV formulation for dialysis patients, currently enjoys a position
as secure market leader. In 2005, Abbott Renal Care launched
the Capsules formulation of the drug to a larger patient population.
Objective:
Following its early successes with IV Zemplar®, and in advance
and preparation for the launch of the drug in the Capsules formulation,
the next generation of the company required the evolution of
the division as a whole, shifting marketing, sales strategy and
overall market position. This encompassed a distinct and assertive
focus on vitamin D and its unique effects in the human body,
educating an expanded physician target market, inclusive of and
beyond nephrology.
