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Repositioning men’s health product in Taiwan

A manufacturer of men’s health products got help from DKSH to reposition one of its products in the Taiwanese market and reach more consumers.

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Business Units

Healthcare

Business Lines

OTC and Consumer Health

Services

Marketing and sales

Markets

Taiwan

The company is a manufacturer of men’s health products and androgen deficiency treatments in Taiwan. Androgen deficiency means the body has low levels of male sex hormones, particularly testosterone. These hormones are needed for growth, reproduction and well-being.

Repositioning men’s health product in Taiwan

Challenge

In Taiwan, the androgen deficiency treatment market is dominated by a local company. Furthermore, the market was flooded with food supplements which are also used for hormone balance.

Within these challenging market conditions, our client was relying on applying pricing strategies to manage the existing competition.

Approach

We were entrusted as an outsourcing partner because of our cooperation model: a full-service approach to grow the business in an organic way. We managed all sales activities, marketing strategy, public relations activities and pricing management.

Our first action was to help the client focus on stabilizing the market by strengthening customer confidence and securing a better profit margin for the product.

Second, the team enhanced disease awareness among consumers and emphasized the convenience of oral treatment as compared to other forms of treatments available in the market.

Third, we gave away samples to healthcare professionals. Finally, DKSH helped strengthened share of voice of the product due to continued medical education and the promotion of conducted research activities.

Result

Due to our successful collaboration, our client achieved triple-digit growth in sales. We also increased the channel coverage for our client: the product has been made available in more hospitals, medical centers and clinics, and its availability in drugstores grew by over 120 percent.

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