How perfect is the deal between Estee Lauder and Allergan to develop an upscale skin-care line in dermatology offices?
All too often pharma companies forget about the role of patient/consumer decision-making in their product development.
And you wonder why 30% of prescriptions go unfilled? That is a dire lack of compliance.
Allergan gets the consumer side of marketing better than many pharma companies. From Botx and to Refresh, they appreciate how to speak with consumers.
Now they have a brilliant tie-up with a premier premium marketer in Estee Lauder.
The new line will carry a variation on the Clinique name and may be priced at a premium over Clinique's retail-store brand as well as Allergan's existing physician-dispensed skin-care products, including Prevage MD, M.D. Forté and Vivité. Some new products will be created to complement and speed recovery from aesthetics procedures, such as laser treatments and microdermabrasion. The products may include medical-grade ingredients that tend to add to the cost and the effectiveness of skin-care products.
This deal also works for Estee Lauder, giving them a new premium channel to see upscale beauty.
And, of course, the physicians win as well with new more patient-friendly lines to sell.
If only more pharma companies thought this way about their products.
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