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The Power of Positioning

The Power of Positioning – The Mucinex Story – an exclusive presentation to OTC National delegates by Bob Casale, CEO, Scerene Healthcare

Mucinex was one of the biggest success stories in recent history of OTC product marketing. The brand was launched in 2003 and grew to nearly $400 million over a 5 year period. This unique story will be told from the early branding strategy through the launch of double digit line extensions and the ultimate sale of Adams for more than $2 billion. Mucinex is a case study in taking risk, uncovering consumer insight and the power of strong brand equity.

Capitalizing on a unique regulatory strategy, Bob Casale, former Chief Operating Officer of Adams Respiratory Therapeutics, was one of the principal architects of the marketing campaign and pipeline development for the Mucinex brand. Mr. Casale will discuss how the regulatory strategy, the branding elements of the advertising campaign, the research and development effort and the unique culture of Adams contributed to this runaway success story that almost never happened.

The OTC National also features an unprecedented gathering of healthcare marketing thought leaders, including presentations from Retail Expert and former EVP of Marketing for CVS Gary Charboneau on How to Compete with Private Label, Marketing Gurus; Rex Briggs (Author of the acclaimed "What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds"), Advertising Age’s Bob Garfield, Bill Schley (Author "Why Johnny Can't Brand") Case studies from Leading Marketers including Jeanne Bennett VP Marketing, Novartis, and Leading researchers revealing the latest findings on effective TV, Print creative, in store marketing programs, Rx to OTC switches, Global success transfer, and many many more. The premier OTC National Advertising Awards and Top 25 OTC Marketer Awards will also be presented.

For the Full Agenda click here~ To Register click here