Commercial innovation and strategy for
pharmaceutical neuroscience portfolio
The Challenge
The neuroscience commercial group of a F500 pharmaceutical company required strategic development and analysis/evaluation of market opportunities for each area of the portfolio, including
- Market sizing and segmentation
- Opportunity assessment/ analysis
- Digital product launch guidance
- External innovation/ partnership evaluation
- Innovation and data strategy
- Customer, patient and HCP perspective
Client go-to-market strategy necessitated novel approaches to address the following challenges:
- Sub-optimal performance in existing markets
- Strategy development for launches in new markets
- Differentiation of portfolio products in competitive landscape
Primary client objective was assessment of opportunities to address challenges utilizing a digital/ innovation approach.
Approach
Our approach focused on:
- Stakeholder Analysis: Conducted a comprehensive stakeholder analysis to identify key players and their influence on strategic decisions.
- Market Sizing and Segmentation: Assessed market size and segmentation for all products in the pipeline to optimize targeting and resource allocation.
- Competitive Landscape Assessment: Conducted a thorough analysis of the competitive landscape to identify market gaps and opportunities for differentiation.
- Digital Technology and Innovation Evaluation: Evaluated digital technologies and innovations to inform strategic objectives, including:
- Market positioning and expansion in existing markets.
- Product launch strategy in new markets, utilizing a digital pilot model for subsequent launches.
- Development of value-added services for patients.
- Mapping patient and healthcare professional (HCP) journeys.
- Delineation of technologies based on factors such as development stage, existing partnerships, required development, and estimated investment for market readiness.
Outcomes
Digital/ technology and innovation roadmap development
- Technology/ Digital partnership archetypes
- Technology partnership opportunities
- Data strategy
- Stakeholder analysis
- Positioning guidance for partnership selection and negotiation
Digital launch pilot
- Digital launch road map
- KPI development to evaluate pilot outcomes and apply to launch planning for future markets
- Social listening framework development
Strategic roadmap for expansion in existing markets and product launch in new markets
- Market segmentation to delineate target segments
- Delineation of technology/innovation approaches and partnerships for innovative competitive market strategy for identified market segments
- Delineation of digital/technology-mediated value-added services as companion services for drug products in existing and new markets
- Estimated potential added market value of up to $0.6B (annual) for existing markets and revenue potential of $1.8B (annual) for future markets (based on planned launches at the time of assessment)