- a lesson in repositioning
NOZINAN® is an excellent example of how an old product can be revitalised through repositioning and expert sales and marketing. Originally marketed by Rhone Poulenc Rorer (Aventis) as an anti-psychotic, its use in this area was largely superseded by newer agents.
When Link licensed the product sales were very low. However Link identified a new market for Nozinan® and repositioned it as a potent anti-emetic for patients with advanced cancer. Market share has subsequently increased from less than 3% to just under 30%, demonstrating major success.