Refining Drug Positioning and Strategic Alignment Across Indications
Introduction
Our client’s drug has held a solid first-line position in the GI market for years, showing rapid and sustained efficacy, favorable tolerability, and superior improvement over the previous standard of care. Their therapy has a unique targeted method of action compared to similar therapies. However, competition, access issues, and inconsistent communication created confusion among healthcare providers.
The Problem
Amid shifting market dynamics, our client faced considerable pressure to uphold their drug’s preferred usage. Recognizing the necessity for a strategic shift, our client acknowledged the importance of segmenting their therapeutic area into relevant indications. This endeavor entailed rethinking their overall strategy, positioning, and storytelling surrounding the therapy.
Our Solution
Our approach gathered objective insights into the positioning of the therapy in each indication of the therapeutic area to develop a strategy and positioning for the current market dynamic.
- Uncovered and evaluated how physicians, patients, and payers perceived this value and current positioning within each indication
- Determined areas of strong alignment with market needs per indication and gaps that required attention for each indication
- Developed a focused positioning for each indication
- Ensured alignment across functions and established a cohesive overarching strategy at the indication level
Value Delivered
- Addressed gaps and aligned the drug’s strategy with market needs for effective communication
- Developed a unified approach across functions for each indication with clear and effective positioning
