CHALLENGE
Blockbuster legacy drugs were elevating long-term safety data concerns in advance of our partner company’s drug launch.
CONTEXT
- Our partner was preparing to launch a drug with a new MOA into a TA with decades of unchanged practice and no new treatments in >5 years
- The new drug’s safety and efficacy profile showed modest or debatable advantages. Convenience and QOL were the obvious benefits
- Our partner was concerned that more was needed to change prescription habits
KEY QUESTION
Can services widen the new brand’s convenience advantage and shrink HCP safety concerns?
OUTCOMES
- New Services: The brand funded two new services
- Roadmap: A service roadmap was implemented, and additional personnel hired to manage / implement
- Key tactics to achieve strategic imperatives: Home delivery and 1:1 mentors became core parts of achieving the brands uptake and retention targets
PROCESS
- Competitor Analysis: Primary (paid and unpaid) and secondary research
- Best in-class Benchmarking: Primary (paid and unpaid) and secondary research
- Gap Analysis
- Opportunity Ranking: Collaboration with partner
OUTPUTS
- Competitive Assessment: Legacy drugs were maximizing income and minimizing investment. However. a few services were highly valued by HCPs
- Best in Class Analogues: Benchmarks revealed numerous opportunities for differentiated services
- Prioritization: Primary research paired with cross functional input led to a prioritized timeline for service launches
- Investment: Services became a “strategic pillar,” and two new services were funded with a plan for more
FEEDBACK
We really appreciated the new service ideas, but more importantly, you were able to validate which ones drove (Co. X and Y’s) success. This project may shift our tactics and our brand plan. (It did)
– Brand Lead
