Strategic Positioning and Pre-Launch Planning for a Rare Hematologic Therapy
Introduction
Client aimed to launch a novel treatment in a rare hematologic disease, challenging an entrenched incumbent with strong efficacy metrics rooted in industry-standard measures. Despite Client’s drug showcasing superior efficacy and maintaining safety standards, several challenges had arisen, including issues with ROA, dosing, and frequency.
The Problem
Our client sought assistance in establishing strategic direction for their therapy pre-launch, particularly in effectively communicating its robust value to physicians and other priority stakeholders. The client lacked clarity on how to achieve their aspiration of becoming the new first-line standard of care at launch.
Our Solution
- Conducted a situation analysis to align the client’s offering with market needs and establish positioning based on clinical value versus the standard of care (SOC).
- Reset launch goals and developed a cross-functional strategy for cohesive communication, congress activities, and internal training.
- Created a strategic scientific platform and narrative to support the new goals and positioning.
- Engaged with key opinion leaders (KOLs) for insights that shaped the narrative and informed launch activities.
Value Delivered
- Aligned the client’s offering with key stakeholder insights for impactful communications and data generation.
- Shifted expectations around efficacy measures to frame the clinical data narrative effectively.
- Initiated publications on outcome measures, reinforcing the client’s clinical data story and novel MOA.
- Clarified the drug’s value for uncontrolled patients on SOC who had no alternative, versus first-line treatment.
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