Successful brand differentiation in a crowded market

The problem

For MAVIRET, message recall was low and brand differentiation was eroding in an increasingly crowded specialty virology market. This was driving prescription “splitting” and weakening MAVIRET’s distinct position in HCV treatment conversations.

The solution

We partnered with AbbVie Canada Virology to deliver behavioural science‑led, cross‑functional workshops that brought together Marketing, Sales, and Medical teams. The work focused on redesigning the content strategy, sharpening MAVIRET’s core messaging, and reconfiguring field engagement around clearly defined HCP and customer personas.This was enabled by an AI‑powered decision support tool that helped field teams dynamically tailor conversations—selecting the most relevant MAVIRET message for each individual HCP based on context, mindset, and needs.

The impact

The result was clearer, more memorable MAVIRET messaging and stronger in‑market differentiation. Within six months, this contributed to a 5% market share uplift, translating into approximately $10–12M in incremental annualised revenue for MAVIRET.

 

“The IAW team helped us rethink how we show up in a mature, highly concentrated market. They went deep to understand our landscape and helped us craft a compelling new narrative that elevated our brand, reinvigorated our sales and marketing efforts, and drove meaningful behavior change.”

Kelly Quinn, Senior Brand Lead, AbbVie Canada

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