Global Pharmaceutical Company

Global pharmaceutical manufacturer was interested in developing innovative launch strategy to leverage their strength in a therapeutic category in which they had a leading franchise for many years. Following the acquisition of a novel therapeutic, they sought outside assistance to help design and implement a launch strategy to address the many generic alternatives available within the therapeutic category

• Work with management to confirm competitive advantages vs. competition based on novel label
• Review formulary positions of all therapeutics in class
• Synthesize assessments completed to support acquisition rationale and additional patient and HCP market research
• Perform secondary research to quantify segment dynamics
• Design and execute market research to assess likely reaction to proposed marketing messages for both HCPs and consumers
• Use quantitative and qualitative research to evaluate alternative sampling/copay card strategies
• Complete in-person depth interviews with industry participants
• Synthesize primary and secondary research to make recommendations

The project team recommended that the client structure a regional test to compare the effectiveness of two alternative launch strategies designed to …

• Compare patient and HCP reaction captured by market research with the “real world” sales performance of each launch strategy
• Support the calculation of a Return-on-Investment for each of the launch strategies
• Gain internal consensus as to how the company wishes to pursue national launch for this innovative product

After 5 months of testing, the client decided to proceed with a national rollout of the first launch strategy being tested. The product exceeded its launch goals by 50% and continues to do well