
BRAND ACCELERATION
Red Team Associates looks at both the customer and non-customer viewpoint. We identify barriers to adoption, allowing us to reframe/reposition a product and change the targeting and segmentation a client utilizes.
Below are a few examples of life science companies and products we have helped accelerate.

Situation
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Vyvanse was underperforming
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8% market penetration
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Brought in by President to help accelerate Vyvanse penetration
Activities
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Performed a 360⁰ assessment of the product’s commercialization strategy
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Developed a revised commercial strategy
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Positioning
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Targeting
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Messaging
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Impact
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Revised commercial strategy increased Vyvanse market share by 5 points in 18 months

Situation
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Linzess (medication for IBS‑C and CIC) was underperforming relative to financial expectations
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Brought in by major investor to help accelerate Linzess penetration and the impact DTC would have
Activities
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Interviewed prescribers and non-prescribers
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Spoke with patients both with IBS-C on and off Linzess
Impact
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Projected impact DTC would have on Linzess sales at the time
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DTC delivered 30% growth, which was within 5% of what RTA projected

Situation
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Company introducing intranasal Diazepam for rescue treatment of epilepsy
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Product launched during Covid-19
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Larger competitor, similar product launched 5 months earlier
Activities
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Interviewed patients, caregivers, physicians, and school nurses
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Performed RADAR™ analysis of customers and identified strategies for repositioning the product, altering targeting and messaging
Impact
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Activities still ongoing, but RTA and Neurelis management are confident implementation of recommendations will considerably accelerate revenue growth