Healthcare

Case Study: Leading Pharmaceutical Company

Situation
A leading pharma’s antibiotic was being "niched" as the "agent of last resort" for treating life-threatening staph infections. With a new agent pending FDA approval, the company needed to assess the threat and develop a pre-emptive defense plan.

Solution
We took an investigative approach which involved interviewing infectious disease thought-leaders, reviewing FDA meeting transcripts related to antibiotic resistance, as well as competitive profiling and war-gaming. From these fact-finding efforts, we developed a sense of market-shaping factors and how the new entrant might impact them.

We then devised both an intended brand vision and likely launch strategy for the new agent. Additionally, we formulated a sound, 3-pronged defense strategy for the company’s antibiotic designed to exploit market forces to pre-emptively niche the new agent, while concurrently expanding revenue opportunities for the company’s product.

Results
We expanded use of the company’s product for a broad range of nosocomial and community-acquired infections and was successful in niche-ing the new agent as "agent of last resort".

Contact Sean Folan for more information.