Marketing Launch/Commercialization Strategy

Case Study: Leading Pharmaceutical Company

Situation
A leading pharma had a promising late-stage novel compound for treating acute ischemic stroke (AIS). Meanwhile, competitors had similar agents on similar launch timelines. Given this reality, we needed to develop a strong launch plan with flexibility to fit final competitive launch order.

Solution
We started off this project by analyzing three key areas of strategic influence to create a projected future market state:

• Episode of care
   
• Evolving competitive environment
   
• Intrinsic product characteristics

We then built a “base case” launch strategy which factored in numerous contingencies. We also created a robust vision and commercialization strategy, focused on positioning the product as the standard of care for AIS.

Results
While gaining management buy-in to the commercialization strategy, the product ultimately did not meet key Phase IIIb endpoints and further development was halted.

Contact Sean Folan for more information.