Portfolio Optimization

Case Study: Leading Pharmaceutical Company

Situation
As the only company with both acute & preventive therapeutics, this leading pharmaceutical was seeking to assert a leadership position in Migraine. Migraine is a therapeutic area characterized by low diagnosis rates and limited patient satisfaction.

Solution
As part of this project, we conducted "deep dive" into existing company research and strategy materials, as well as 3rd party information/data.  We also interviewed key internal stakeholders & MD Advisory Board—and held positioning and imaging focus groups among Neurologists, PCPs, and patients.

We worked closely with management to develop:

• 5-point strategic plan for building Migraine leadership
   
• Brand positioning and visual identity focused on regaining stability and control
   
• Brand name to telegraph the core brand benefit while building brand equity
   
• Messaging guide to optimize brand communications

Results
Launch of prevention indication appears to be going well, contributing to revisions in financial projections in excess of original estimates.

Contact Sean Folan for more information.