- Organisation : Alembic Pharmaceuticals
- Role : Assistant Product Manager, Allergy
- Period : Apr 2024 – Feb 2025
The problem
Vitaresp FX (montelukast + fexofenadine) sat in a crowded allergic rhinitis market. Affordability and adherence were holding it back.
What I did
- Relaunched the brand to 12,000 GPs and 2,000 ENT specialists.
- Cut the price and strip size to make a full course more affordable and easier to complete.
- Moved the field force from printed to digital visual aids.
- Used IQVIA prescription data alongside sales data for share tracking and forecasting.
Results
- Prescribers grew 80%, from 4,000 to 7,600.
- 2nd in prescriptions overall and 1st among non-MBBS GPs; 3rd in unit sales.
- 60% unit growth and +1.5 share points.
- 30% lower print and agency costs.
- Recognised with Alembic’s award for Outstanding Efforts & Impact in driving Brand Excellence.