Meeting the competition head on
In today’s dynamic pharmaceutical market there are many tough choices for companies to make as a result of external changes. Competitor launches, patent expiry, revised treatment guidelines, revisions in legislation or the outcome of major clinical reviews; all impact product performance in the market.
With a major blockbuster already on the market, our client faced two such lifecycle concerns that were threatening its continued success. Firstly, the imminent launch of a rival product promising even greater clinical benefit. Secondly, the threat of increasing generic competition. They asked for our help.
Working closely with the company’s brand team we conducted an extensive review of the global pricing strategy at both the corporate and local level. The existing approach was refocused to take account of physician expectations of clinical performance and potential responses from payer authorities were addressed.
To understand the possible impact of competition from branded and generic products, we used a game theory modeling approach to develop an outline of alternative competitive scenarios and the appropriate commercial response. Armed with the tools to make better business decisions based on knowledge of the likely outcomes, our client was able to identify ways of maximizing lifecycle value.
Our client has enjoyed continued growth of the brand and maintenance of corporate profits and the satisfaction of making a significant and visible contribution to the company’s success.
To discuss how we can help you lead the market instead of being a hostage to fortune, please contact us.