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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:
Abbott Renal Care had achieved 98% market share with IV Zemplar® and needed to motivate its sales force to think differently about the drug and the sales process, while facing the entry of tough competitive forces. This entailed the development of a rallying cry and creative ‘theme’ for their national sales meeting, as well as sales training strategy and materials.

  • Created a rallying cry, “More promise in every dose,” to reenergize the sales force for the brand’s next chapter of growth.
  • Applied strategy to all aspects of the national sales event, including invitations, sales training, signage, event décor, premium items and follow-up.
  • Launched division’s first intranet site providing the sales force and internal leadership access and information.