Major Pharmaceutical Company

Client situation
A brand team sought assistance to finalize development plans for next-generation therapies in the face of Loss of Exclusivity (LoE) for a key project and wanted to develop programs to minimize the impact of expected introduction of a generic version of the innovative product
Project approach and techniques
- Discussions with brand management
- Depth interviews with target customers and prescribers
- Discussions with pharmacy benefit managers and managed care executives
- Analyzed linked data sets from multiple sources
Results
The project team designed program to counteract the expected introduction of a generic competitor and worked with outside counsel to implement selected strategies based on …
- Product Profiles (TPPs) of current and new therapies
- Expected future treatment decision tree
- Discussions with brand teams and senior management
The client successfully launched the follow-on therapeutic that achieved sales that exceeded initial forecast at 6, 12 and 24 months after launch