Skip to Main Content
Access your saved content
Facing the challenges of increasing price pressures and the approaching 2015 patent cliff, this multinational pharmaceutical company reached out to us for help developing a robust launch strategy for a new product.
In just eight weeks, we implemented a scenario planning, or “next-generation wargaming,” methodology to meet the specific needs of the client, namely gaining an understanding of uncertain future market events and developing a nuanced competitive positioning strategy for the new product in a rapidly changing, complex and highly competitive market.
In preparation for the launch of a new compound, this pharmaceutical company identified a number of challenges:
The company was entering a complex market with entrenched as well as innovative, emerging competitors—all with aggressive marketing strategies.
Current competitive blockbuster drugs would be off-patent by 2015, so the successful launch of this drug was very important.
In positioning its product, the company also had to make provision for a highly uncertain market future.
Significant changes were occurring in the pharmaceutical industry, including increasing price pressures and a shift to evidence-based medicines where clinical and real-world safety and efficacy data increasingly drive decision making.
To effectively position the product in the market, this company needed to develop a robust, flexible and competitive launch strategy that:
Clearly articulated the product’s value proposition
Out-performed competitors’ strategies
Responded to uncertain changes and evolving market dynamics
We were selected for this project based on our existing relationship with the client and the novel way in which we incorporated scenario planning or “next-generation wargaming” to identify actionable insights that would help enhance the strategic agility of the organization.
We proposed a scenario planning methodology to meet the specific needs of the client. It was split into three major work streams, each of which was integrated into the overall brand planning effort:
The research workstream developed a view of competing products and of the competitive landscape through analysis of clinical trial data, scientific publications and brand team perspectives. The research findings were used as an input to the scenario development work stream, which generated several distinct future scenarios based on important market drivers and uncertainties.
These scenarios were addressed from both the client and competitors’ perspectives and were based on our Next Generation Wargaming thought leadership and methodology.
Insights, strategies and other outputs were analyzed using tested frameworks and methodologies to generate competitive strategy and positioning recommendations.
Our team worked in close collaboration with the company’s leadership. The team’s recommendations were reviewed and approved by the company’s US brand lead and its US lead for this product. The most critical of the recommendations will be implemented regardless of future events.
“The team was great—you can tell it was a great session from the high energy level everyone still had at the end.”—US Brand Competitive Strategy Lead
The robust and flexible launch strategy developed by our team will assist this pharmaceutical company to communicate and promote the product’s value proposition, and competitively position the product in the market.
It makes provision for the company to adapt to likely competitor strategies, as well as future market changes as they occur. This will also help position the company and its product for high performance in this market segment.
“This was the best competitive planning session I have ever been in.”—Global Brand Competitive Intelligence Lead
Skip Footer Links