Situation
Our client, a well-established player in the global pharmaceutical market, was launching a novel bispecific antibody to treat multiple myeloma. Key obstacles for the asset included stiff competition, uncertainty around the strength of competitor data, and lack of clarity among customers on the differences between treatments.
Approach
Following analysis of competitors’ and customers’ drivers of choice, needs, and perceptions of treatments, we identified areas of competitive focus for the customer-facing medical science liaison (MSL) team. Working closely with the client, and in alignment with the commercial strategy, we developed a medical competitive engagement plan.
Outcomes
A global roll out of new customer engagement guidance to support MSL teams, providing:
- Clear objectives and rationale, to drive the debate and scientific engagement
- Confidence to challenge customer perceptions and beliefs about the bispecific asset
