SALIX PHARMACEUTICAL

Upon acquiring a fast-dissolving formulation of a specific medication, Salix wanted to better understand the potential market demand for its product as well as how to best position and sell the product. Cicero conducted in-depth physician interviews and surveys to understand physician treatment demands surrounding gastro esophageal reflux disease (GERD), physician perceptions of the formulation, and how to best introduce the pharmaceutical to the appropriate markets and channels.

Cicero also determined how to optimize Salix's marketing message by conducting qualitative research with focus groups and message boards. This research was conducted with Gastroenterologists, Internal Medicine physicians, and Family Practitioners to review the product's profile and assess concept headlines to equip the sales and marketing team with data to create powerful concepts to market the product.