| Back-ground |
Biopharma team building a launch plan needed to include strategies and tactics to address a significant competitor that would launch within 6 months of their product.
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| Challenges |
- Competitive product was not yet on the market – strategies unknown
- Preapproval scientific claims from the competitor causing confusion
- Payers welcomed new competition with the hope of price decreases
- Product positioning and claims required testing against competition
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| Solution |
ForeRunner Strategy designed and implemented a multifaceted process that involved competitive intelligence, scenario enactment workshops, competitive response, scientific messaging, regulatory strategy, publications and life cycle management. A cross functional team was established with regular meetings and multiple workshops.
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| Result |
Multiple work streams were initiated with deliverables and schedules. ForeRunner Strategy provided structure, leadership and objectivity to the process. The programs were implemented successfully and messaging was effective in establishing differentiation. The launch was successful and the product achieved > 70% market share.
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