The Challenge:

Rythmol ^® SR is an exclusive sustained release BID formulation of a well - established TID generic (propafenone). The marketplace for anti - arrhythmia drugs was static and viewed as "technologically mature." Rythmol SR was marked by low awareness, trial and recall among targeted physicians, and the benefits of the extended release formulation beyond its use in non - compliant patients was not well recognized.

The Answer:

Rythmol^® SR performed well (up to 70% pts for 300 days) in the largest atrial fibrillation trial conducted but efficacy was assumed to be on par with other class 1 - C agents (about 50%).

Research indicated an interest in a brand attribute - patented microtablet technology that contributes to smoother plasma levels within a narrow therapeutic window versus the generics.

Creative execution showing the microtablets combined with new interpretation of class - leading efficacy engaged physicians to learn more.

Technology is not important for its own sake but is important if it effects competitive advantage. The microtablet technology brand attribute revived interest in Rythmol SR and helped differentiate the product from competition. The perceived advantage of the product's technology pervaded the brand's value chain beyond convenience to clinical superiority and implied quality of life benefits for patients. The brand is currently enjoying a double - digit growth rate.