It's your job as manufacturers to develop these alternatives. It's our job as a medical education agency to present a compelling case for these products - a case that will persuade even the most conservative practitioners to adopt them.

It starts with a coherent strategy, informed by a detailed understanding of the science: the condition your product treats, its effectiveness, and the performance and standing of your competitors.

If it's a product that's still in development, our role is to prime your target market for its arrival. Through a programme of events and publications, we'll raise the profile of the debate around the condition, identify the limitations of current therapies and, when the time is right, present the data supporting your product, with the endorsement of key opinion leaders.

To prepare your product for launch, we'll give it a distinctive, attention-seeking brand and a range of supporting materials.

If it's an existing product that's underselling, we'll find out why. It may be that clinicians have misconceptions about it. Or it may be that other brands have marketed more effectively. But if it's a product you still believe in, we'll devise a re-launch strategy to set it on its way to capturing the market share it deserves.

• Audience profiling
• Key message development
• Market conditioning
• Branding
• Continuing medical education