Known for its contributions in the development and manufacturing, pharmaceutical company Wyeth was founded in 1860. The Wyeth brand is today owned by Pfizer.
Wyeth
Industry Health and pharma
Geography Nordics
Impact Nordic pharma’s customer-centric leader
Wyeth needed to build build brand in an increasingly regulated market. Lynxeye helped segment prescribers in four geographic markets and developed a global corporate brand strategy.
Challenge
Wyeth came to Lynxeye when the impact of their sales visits diminished, and marketing faced growing regulatory constraints. The team was in need of new ways to build brand among prescribers
Response
Lynxeye helped segment the prescribers in four geographic markets and developed a global corporate brand strategy based on emotional and rational attributes that were driving brand preference.
Impact
Armed with a new Brand Monitor and a robust brand planning process, Wyeth became the most customer-centric pharma company in the Nordics.
