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Helping Thai consumers get better quality of sleep

DKSH helped a pharmaceutical company successfully introduce a new therapeutic product to the Thai market that helps improve quality of sleep.

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Business Units

Healthcare

Business Lines

OTC and Consumer Health

Services

Marketing and sales

Markets

Thailand

The pharmaceutical company is a drug discovery and development company, whose pharmaceutical products primarily focus on the central nervous system in age-related disorders. Today, their products are available in Europe, Asia Pacific, Latin America, Africa and the Middle East.

Challenge

The company wanted to introduce a new concept to the therapeutic medication market in Thailand. Besides being a new product offering, they also needed to change the prevailing negative perception held by consumers towards this specific area of therapeutic treatment for insomnia.

In addition, the company had to come up with effective ways to reach out to consumers despite the stringent regulations put in place by the Thailand Food and Drug Administration for pharmaceutical brands to promote and communicate their products.

Approach

We set out to differentiate our client’s product from the other products in the market by emphasizing the product’s effectiveness in improving people’s quality of sleep, which can safely be used long-term. Using DKSH’s strong market knowledge and widespread capillary distribution network, our sales approach focused on reaching out to pharmacies, especially those located in tourist areas.

Another key activity was to undertake extensive product knowledge communication to consumers, particularly to highlight the product’s assurance that there are no side-effects from long-term use. Consumer education combined with pharmacist education program activities were the crucial steps to create brand awareness and understanding.

Result

From the first year of the collaboration, our client’s product outperformed overall market growth by more than 13 times. This was a remarkable achievement considering the restrictive environment for the therapeutic medication market. In the second year, the product continued to achieve double-digit brand growth in Thailand.

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