Cases
headline:
Development of launch strategy and launch support
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Challenge:
2 Competitors already on the market
Approach:
A European biosimilar manufacturer asked us to support a "Late to Market Launch" with the target to be market leader in year 2. Development of positioning, go-to-market approach, pricing, sales force design and set-up, segmentation & targeting
Result:
After 12 months the product has reached the #2 position in the total market
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Business performance analysis & strategic recommendations
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Challenge:
To date performance well below expectations
Approach:
6 days Quick Scan: market, go-to-market strategy, SFE and marketing. Identification and quantification of performance improvement options. Clear recommendations for action
Result:
Innovative approach, excellent customer feedback
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Design Commercial Strategy
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Challenge:
Declining market shares and a less agile team.
Approach:
Realignment of commercial activities: Design customer value model incl. value preposition, alignment of sales force strategy, segmentation & targeting, coverage & frequency model and push portfolio design.
Result:
New model leads to first significant contracts with customers, strong basis for continuation.
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Advanced Analytics design
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Challenge:
No tools available, bad data
Approach:
Customer potential and performance transparency: No view of real customer potential, no volume targets at customer group level. Design of a customer value model with design and implementation of an advanced analytics tool
Result:
Tool allows both management and reps to track and plan activities in detail - excellent customer feedback
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Product Re-launch
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Challenge:
Product difficult to position in the market.
Approach:
Re-launch of innovative dermatology (neurodermatitis) product. Product performing below expectations. Analysis of dermatologists and patients needs and fears, analysis of therapy options, derivation of a new product positioning and communication. Strong consideration of patient needs and involvement in physician interaction.
Result:
Significant increase in market share
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Tender business Middle East
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Challenge:
Complex markets and portfolios
Approach:
Success rate in tenders in the Middle East too low: analysis of markets, products and decision models. Design of a very focused strategy to optimize win rate, volume and GM.
Result:
Implementation of the strategy led to exponential growth
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Generics pharmacy markets, innovative approachChallenge
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Challenge:
Find an approach for significant market share increase with low effort and high acceptance in the sales force.
Approach:
Generics, pharmacy markets in EU and South Africa - Sales Approach Innovation. Significant volume growth achieved through a new sales strategy aimed at maximizing share-of-wallet at the pharmacy level or buying group level. Development and implementation of a strategy to grow from e.g. 10% share to 70%.
Result:
Strategy and implementation led to massive volume increases and sustained acceptance among customers, management and sales reps.
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Development of a project management method
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Challenge:
Extremely extensive projects, with long running times
Approach:
Based on PMBOK, an Excel based project management solution designed and implemented to address all stakeholders, process and management requirements
Result:
Method was very well accepted, accelerated processes and significantly increased transparency and project quality
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Portfolio Strategy Hospital
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Challenge:
The objective was to develop a portfolio for a new European market participant based on individual hospital assets.
Approach:
Based on a detailed analysis of treatment standards and trends as well as the competitive situation in European core markets, therapeutic areas were selected for which a portfolio roadmap was drawn up, taking into account licensing options and in-house development capabilities.
Result:
After only 3 years, the selected therapeutic areas were successfully established in several European markets.
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Establishment of a new contract manufacturing business
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Challenge:
In order to utilize unused production capacities, and secure further investments in the long term, a CM Business Unit was established in a fully integrated pharmaceutical company.
Approach:
Trends in capacity supply and demand per technology were identified through a comprehensive analysis of the competitive environment and volume development at the finished product level. A target customer matrix was developed for particularly promising segments and a sales organization with structured acquisition and PM processes was established.
Result:
The first customer relationships were established while the project was still underway, and contract manufacturing was subsequently expanded into a successful business unit.
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Development Roadmap Oncology
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Challenge:
In order to focus development resources on the most promising investments, our client, a global pharmaceutical company, needed to revise the brand plan for an important asset.
Approach:
Together with the global teams from Research, Development, Medical, Business Intelligence, Commercial and Market Access, future scenarios were systematically developed and the benefit/probability of various development options evaluated
Result:
A coordinated long-term plan ensures that the medical benefits and the value of the asset are optimally exploited.
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Discount contract strategy for original products
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Challenge:
For an original provider, the question arose as to how it is possible to reconcile the cost-saving efforts of the SHI system with economic efficiency requirements for its own business.
Approach:
Based on a comprehensive analysis of possible contracts, a contract strategy was developed. The implementation and establishment of a monitoring system was also supported.
Result:
Numerous new discount agreements led to a win-win situation for both the cash register and the company
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Biosimilars Strategic Plan
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Challenge:
For the successful establishment of a fully integrated biosimilar business unit, a strategic plan was needed to ensure that investments could be used in the long term
Approach:
Analysis of future patent expirations and potential competition scenarios. Development of a balanced plan to ensure the optimal use of development and marketing structures in the long term.
Result:
Creating the foundation for a solid biosimilars business
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Product & Commercial Strategy Bioinformatics
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Challenge:
Our client, a bioinformatics start-up company, was planning to invest in the further development of its product and to refocus its offering.
Approach:
With the involvement of existing and potential customers, various business models including forward and backward integration (e.g. cloud services, sequencing services) were evaluated, taking into account market potential and the competitive situation.
Result:
Strategy & roadmap based on an objective evaluation
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Market Study Diabetes
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Challenge:
Investigation of prescribing behavior and identification of drivers and barriers to technical innovation
Approach:
Analysis of current behavior and development of future scenarios involving a panel of diabetologists
Result:
Clearly defined future scenarios and comprehensive understanding of the drivers of development
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CRM design and implementation
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Challenge:
Optimization of the CRM system to create transparency and increase sales performance.
Approach:
Classical specification sheet created. The approach was "backwards", starting with reporting and the key views that all stakeholders need to have in order to bring "insights" and "action" to the forefront.
Result:
SAP CRM implementation, which was very well received by sales force and management, reporting set new standards.
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Gx Countries Turn Around
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Challenge:
Growth behind market, financial targets not achieved
Approach:
Analysis of markets and decision-making mechanisms. Development of a positioning with a clear USP. Re-design of the go-to-market approaches. Support during implementation
Result:
Significant growth in the most important countries above market level, significant improvement in key financial figures
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Design and implementation of a significant expansion of the sales force for a Gx company
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Challenge:
Market very complex and very large.
Approach:
Evaluation of the potentials of different market segments, mapping against necessary resource input and achievable gross margin. Design of the approximatively seven times larger sales force.
Result:
Implementation roadmap established, maximizing the potential.
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Analysis hospital market, effects of legal innovations
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Challenge:
Shifting the decision-making authority
Approach:
Market research with approx. 100 hospitals, chief physicians, chief pharmacists and administrative managers. Elaboration of new decision making processes and derivation of measures for successful hospital interaction
Result:
BU Hospital restructured, successful cooperation with KH, sales increase
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Design customer loyalty program wholesale
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Challenge:
Intense competition with little room for differentiation
Approach:
Analyzing pharmacy needs, focusing on "emotional" and activity peaks to provide services that add real added value. Design of the service catalogue, support during implementation.
Result:
New program has found high acceptance among pharmacies, expansion of market share.
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Market entry strategy Medical Device
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Challenge:
Preparation of market entry for various European markets.
Approach:
Primary market research with service providers, clarification of market access conditions, necessary preparations, pilot customers etc.
Result:
Measures for market entry and business plans for the period 3+ years.
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Biosimilar Licensing Business Cases
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Challenge:
Evaluation of various licensing options
Approach:
Modelling of different combinations of license partners/models for a biosimilar that is currently awaiting approval, taking into account different market scenarios
Result:
Recommendation based on a quantitative comparison of the options including sensitivities
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Market analysis Dental Device
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Challenge:
Analysis of the market potential for new medical devices for use by specialized dentists
Approach:
Comprehensive primary market research online and in interviews to understand the treatment setting, possible positioning and pricing
Result:
Optimal preparation of the business case and market entry strategy