Strategic Approach to Market Entry and Paradigm Shift for a New Mental Health Therapy
Introduction
Our client was preparing to launch a new product for treatment for a mental health disorder with a unique MOA and frequency of administration, differing from the current standard of care.
The Problem
Entering a competitive and entrenched market, they faced challenges in identifying target audiences and crafting key messages. A comprehensive communication strategy was needed to prepare the market for launch and educate on the disease state and new therapy. Our client aimed to change how providers saw the disease to change how they would treat it.
Our Solution
- Facilitated virtual sessions with KOLs to gather insights for the scientific narrative and communication strategy
- Devised a communication strategy with aligned key messages
- Identified target healthcare providers and created a detailed activity grid, outlining publications, symposia, conferences, and field activities
- Developed guidance documents aligned to the provider perspectives to standardize the scientific narrative across the organization
- Created core slide decks for field use to facilitate discussions and communicate the new treatment paradigm
Value Delivered
- Crafted unified communication strategy by integrating KOL insights, aligning with stakeholder needs
- Created guidance documents and core decks to ensure consistent messaging and effective healthcare provider discussions
- Optimized outreach and story support with a detailed activity grid
