Product Brief
This brief addressed the lackluster sales performance of P&G’s pharmaceutical drug, Enablex, for over active bladder (OAB). Enablex had no product differentiation or clear break-out strategy in social networks. Key recommendations:
- improve physician education (OAB is under diagnosed and under treated)
- use/develop trust in social networks (women felt ashamed, yet wanted to confide)
- home diagnostic tools would increase awareness and diagnosis of OAB
- provide coaching scripts to help women discuss treatment options
