A campaign strategy for an unlicensed medicine supplier

A strategy for an unlicensed medicine supplier

UL Medicines was a relative newcomer to the unlicensed market. Their market entry approach was not to charge the exorbitant prices their competitors charged for unlicensed medicines. However, this turned some customers away as they thought they were not an ethical pharma company they wanted to do business with. The substandard branding of the company did not help this.

Rebrand, positioning and promotion

Onyx Health undertook market research to identify the four key reasons customers chose an unlicensed medicine supplier. This research also identified why current customers worked with UL Medicines. A new strapline, ‘Know Us, Like Us, Trust Us’, and branding was created, the theme of which created a wider PR and direct marketing campaign to customers.

Skyrocketing sales

UL Medicines saw the success of this strategy and external communications increase their sales from £150K per month to greater than £1M per month. The initial strategy has helped evolve the company to become ‘Unlicensed Experts’ as the go-to company for the supply of all imported unlicensed medicines and special products.

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