Global Pharmaceutical Company

Client situation
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
Project approach and techniques
- 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
Results
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