Eleven of the fifteen largest pharmaceutical and biotech companies in the world entrust Omega Group to position their brands based on decades of life science successes and a robust methodology for engaging their patients and physicians. Omega continues to provide innovative solutions based on the dynamics of the patient/physician relationship in order to help clients understand what their role should be at “the moment of truth” when a physician recommends a prescription to the patient. Omega also offers pharmaceutical companies the opportunity to see their reps interact with physicians in the field, in order to increase the relevance of their message to physicians.
Pharmaceutical Onocology Drug: Phase III Clinical Trials
Position a novel oral drug as the preferred second-line therapy for late stage cancer patients

The Challenge
• Position a novel oral drug as the preferred second-line therapy for late stage cancer patients.

The Approach
Strategy – Powerfully Distinguishing the Brand
• Partnering with the client team, Omega used its proprietary strategy models to develop a powerful communications platform.

Research – Marketplace Exploration
• Patient/Physician Dialogues: Late stage cancer patients, physicians, caregivers, and nurses.
• Each participated in follow-up inquiries to assess thoughts, feelings, and perceptions of the visit.

The Results
• Identified and overcame physicians’ preconceived notions about the role of oral medications versus existing chemotherapy agents.
• Developed a framework for conversation guides which highlighted (for the first time) distinct physician communication preferences and positioned the product based on the respective preferences.
• Created a sales strategy which introduced specific physician dialogue styles into the sales training curriculum.
Pharmaceutical Gastroenterological Drug
Remain the leading brand in a crowded category in the face of new competitor introductions

The Challenge
• Remain the leading brand in a crowded category in the face of new competitor introductions.

The Approach
Strategy – Leveraging the Brand
• Using a proprietary physician profiling model, Omega identified specific physician communication styles in order to ensure brand relevance.

Research – Marketplace Exploration
• Conducted Patient/Physician Dialogues with specialists and patients in a number of geographically dispersed markets.

The Results
• Identified two specific physician types and developed a strategy for delivering targeted communications.
• The client created highly targeted tools to improve the patient/physician conversation.
• The client developed new patient brochures that highlighted compliance as a way to prevent more serious health risks.
Pharmaceutical Rx to OTC Transition
Differentiate an Rx drug as it transitioned to a crowded OTC market

The Challenge
• Differentiate an Rx drug as it transitioned to a crowded OTC market.

The Approach
Strategy – Transitioning a Brand
• Partnering with the client team, Omega used its proprietary strategy models, The Value Proposition® and Fundamental StrategySM to create a new marketplace positioning.

Research – Marketplace Exploration
• Conducted CoConnex Sessions and in-depth inquiries moderate-to-severe “heartburn” sufferers (split between Proton Pump Inhibitor users, H2 blocker users, and antacid only users).

The Results
• Discovered the opportunity to focus on avoidance/prevention rather than just symptomatic relief.
• The client produced a segmentation model based on Omega’s discovery of consumer usage patterns.
• Generated several new product ideas (e.g. new forms and administration) specifically designed to address prevention.
Pharmaceutical Osteoporosis Drug
Determine the viability of offering a package of daily calcium supplements with a bisphosphonate

The Challenge
• Determine the viability of offering a package of daily calcium supplements with a bisphosphonate.

The Approach
Strategy – Determining Product Viability
• Partnering with the client team, Omega used its proprietary strategy models to assess product value and brand loyalty among consumers.

Research – Marketplace Exploration
• Conducted a series of in-depth one-on-ones, dyads and CoConnex Sessions with post menopausal women diagnosed with osteoporosis.

The Results
• Omega determined this combination package was not viable.
• Marketing the bisphosphonate as a stand-alone product preserved its value in the marketplace and protected the brand’s future growth potential.
• Client made a “no-go” decision saving significant resources that could have potentially damaged both brands.
Plavix®: Strategic Direction
Formulate the optimal strategic direction for consumer communication to support unbranded and branded marketing campaigns

The Challenge
• Formulate the optimal strategic direction for consumer communication to support unbranded and branded marketing campaigns.

The Approach
Strategy – Segmenting the Market
• Omega used its proprietary strategy models to classify distinct patient types, mapped levels of cardiovascular event vulnerability, and determined Plavix’s true target market.

Research – Marketplace Exploration
• Omega conducted in-depth inquiries with at-risk consumers – those who had suffered a cardiac event, their experience of having an event, and anticipating having another event.

The Results
• Reframed the cardiovascular at-risk conversation to focus on “added protection for now” and “prevention for the future” in Plavix’s marketing campaign.
• Their TV campaign scored the highest level of "stated intent to take action” of the 31 new pharmaceutical ads aired over a 5-month period (IAG research).
Pharmaceutical Anti-Depressant Drug
Develop a powerful messaging platform for a new anti-depressant drug

The Challenge
• Develop a powerful messaging platform for a new anti-depressant drug.

The Approach
Strategy – Targeted Messaging
• Using a proprietary physician profiling model, Omega determined key areas and related tactics to improve the treatment conversation.

Research – Marketplace Exploration
• Conducted Patient/Physician Dialogues (in-office visits) with psychiatrists and PCPs and with men and women suffering from moderate-to-severe depression in four geographically dispersed markets.
• Each of the physicians and patients also participated in follow-up inquires.

The Results
• Developed tailored messages for physicians to account for differences in assessing the disease and approaching treatment.
• Created predictive tools, markers, and sample kits for physicians.
• Developed questionnaires and scales for physicians to use with their patients.
• Produced educational materials on depression and treatment adherence for patients.
Pharmaceutical Drug Treatment for Opioid-Induced Side-Effects
Position a new oral drug for the treatment of opioid-induced side-effects

The Challenge
• Position a new oral drug for the treatment of opioid-induced side-effects.

The Approach
Strategy – Identifying a New Market
• Partnering with the client team, Omega used its proprietary strategy models to uncover the opportunities for this drug throughout the complete spectrum of care.

Research – Marketplace Exploration
• Conducted one-on-one inquiries with physicians, hospice/nursing home nurses, caregivers and end-of-life patients in four markets.

The Results
• Discovered the opportunity to shift the treatment conversation from symptomatic relief to overall nutritional health.
• Omega discovered the optimal point in the treatment process to introduce patients to this new medication.
Miralax®: Over-The-Counter Positioning
Reposition the Miralax brand as it transitions to a crowded OTC market

The Challenge
• Reposition the Miralax brand as it transitions to a crowded OTC market.

The Approach
Strategy – Brand Repositioning
• Partnering with the client team, Omega used its proprietary strategy models to create a strategic roadmap to bridge the gap between patent expiration and OTC launch.
• Omega tested new packaging to determine an ideal design.

Research – Marketplace Exploration
• Omega conducted an in-depth Marketplace Exploration with both prescription and over-the-counter product users.
• Agency developed creative concepts and packaging materials were tested among consumers and prospects.

The Results
• Uncovered consumers’ desire for a product that will “work naturally” executed in the launch of the “Restores Your Body’s Natural Rhythm” campaign.
• Nearly 70 percent of constipated consumers who tried Miralax preferred it versus their usual laxative (December 2007).
• Miralax was the main driver of the consumer health care unit’s sales increase of 24 percent (Q4 2007).
GlaxoSmithKline: Levitra®
Provide consumer insights to support the development of a compelling unbranded Direct Response Television campaign for Levitra

The Challenge
• The product was launched without the benefit of critical insights to the creative process.
• Provide consumer insights to support the development of a compelling unbranded Direct Response Television campaign for Levitra®.

The Approach
• Conducted in-depth Marketplace Exploration with a total of 69 men, their partners, and physicians in three national markets.

The Results
• First-year product awareness raised from 2% to 35%.
• 1% increase in share within 6 weeks of launch.
• 50,000 responses to free trial offer in first month.
• 250,000 calls, and 2.5 million Web hits in three weeks.
• 307,000 leads added to the database.
• Gained significant NRx and TRx share points since launch.
• Majority of respondents at risk self-identified.
Schering-Plough: Claritin® Relationship Marketing
Expand the market and maintain leadership position

The Challenge
• Expand the market and maintain leadership position.
• Create a platform for launching brand extensions and new products.
• Overcome entrenched barriers to compliance.

The Approach
• In-depth marketplace investigation among consumers.
• Strategy and Plan for Action: Purpose, Strategic Operating Principle, Enabling Strategies, and Program Elements.
• The agency developed a program of TV, print and direct mail.

The Results
• Established market leadership and served 53% of Rx scripts with sales of $2.7B.
• Loyalty program increased brand usage by 33%.
• Awarded one of the Top 10 Loyalty Programs of the Decade (1990s) - as well as for the years 2001 and 2002 by the Direct Marketing Association.
Cytyc: ThinPrep® Pap Test
Powerfully position and gain acceptance of ThinPrep® by key audiences: physicians, nurse practitioners, pathologists, payors & women

The Challenge
• Pap Smear technology was unchanged for 50+ years and was widely accepted by physicians, payors & women.
• Powerfully position and gain acceptance of ThinPrep® by key audiences: physicians, nurse practitioners, pathologists, payors & women.

The Approach
• Developed positioning for the initial launch.
• Tested positioning executions developed by agency.
• Refined the post-launch positioning.
• Positioned the “ThinPrep® System” (i.e.: Processor, Imager & Pap Test).

The Results
• ThinPrep® now recognized as the new “standard of care.”
• 40+% of all cervical screening tests now use ThinPrep® Pap test.
• 75% of all insured women are covered for the ThinPrep® Pap test.
• Success of ThinPrep® allowed Cytyc to acquire new technologies for women’s health.
Berlex: Strategic Positioning for Mirena® IUS – Pharma DTC Campaign
Create acceptance of Mirena IUS as a safe and effective option

The Challenge
• Create acceptance of Mirena IUS as a safe and effective option.
• A call to action for women to visit their doctors.

The Approach
• In-depth marketplace investigation among women and their partners.
• Strategic Positioning: Positioning Paradigm, Perpetual Brand Essence, Customer Promise.

The Results
• Testimonial: "I'm a convert [to The Omega Process]. I can take a look at something that's been developed and know instantly if it is on or way off.”
• Advertising that speaks to women about their commitments & concerns, in their language.
• Exceeded the milestone of $50 million units sold in 2003; well on the way to meeting $100 million by 2005.