top of page

Tapping into Local Nuances: A Localization Triumph in the U.S. Pharma Market


  • An international pharma marketing agency was representing a multinational pharmaceutical company planning to launch a new product in the U.S. market.

  • The agency was tasked with crafting a marketing strategy that would resonate with U.S. healthcare professionals and lead to successful market penetration.

  • However, the initial marketing strategy, based largely on successful campaigns in other markets, was not generating the desired impact.


  • The agency was struggling to understand the unique nuances of the U.S. market and how they could be leveraged for a more effective marketing campaign.

  • Initial attempts to introduce the product were met with tepid response from U.S. healthcare professionals.

  • The agency needed insights on how to tailor the campaign to the preferences and concerns of U.S. healthcare professionals.


  • The agency decided to engage GRG Health's Doctor Survey Services to gain insights into how the product and its marketing strategy could be effectively localized for the U.S. market.

  • A detailed survey was developed and distributed to a wide range of U.S. healthcare professionals, seeking their input on various aspects of the product and potential marketing strategies.

  • The survey also sought to identify the key concerns of U.S. healthcare professionals when considering new pharmaceutical products.


  • The survey responses revealed that cost-effectiveness was a significant concern for U.S. healthcare professionals when evaluating new pharmaceutical products.

  • It also indicated that these professionals appreciated campaigns that highlighted the product's impact on patient outcomes.

  • There was also a preference for marketing materials that provided detailed patient case studies and real-world applications of the product.


  • Using these insights, the agency was able to adjust their marketing strategy, focusing on highlighting the product's cost-effectiveness and its positive impact on patient outcomes.

  • They also began to include detailed patient case studies in their marketing materials, showcasing the real-world effectiveness of the product.

  • The localized campaign was well received by U.S. healthcare professionals, leading to a successful product launch.


  • The success of the product launch exceeded the agency's expectations, with significant engagement from U.S. healthcare professionals.

  • The pharmaceutical company was highly satisfied with the launch results and attributed much of the success to the localization strategies informed by the GRG Health survey.

  • The agency reported a 50% increase in engagement with their marketing materials, reflecting the success of their localization efforts.

Lessons Learned:

  • Understanding market nuances and tailoring strategies accordingly is critical for successful product introductions.

  • Healthcare professionals' concerns and preferences can vary significantly between markets.

  • Market-specific surveys can provide invaluable insights for crafting effective localization strategies.

Future Plans:

  • The success of this campaign has led the agency to consider GRG Health's Doctor Survey Services as a key resource for future product launches in new markets.

  • The agency plans to continue using market-specific surveys to inform their localization strategies, ensuring their campaigns resonate with target audiences in different markets.


bottom of page