Situation

A Fortune 10 company and the largest pharmaceutical distributor in the world faced the challenge of building a competitive Cell and Gene Therapy (CGT) business to meet the diverse, complex needs of their customer. As the last entrant among the three major distribution players with a CGT business, the client needed to make up significant ground quickly. Their objective was to develop, define, and execute a differentiated, customer-tailored go-to-market (GTM) strategy and brand for their CGT business to stand out in a rapidly evolving and competitive market.

Essentially, the client needed strategic guidance and support on both the third and fourth value inflection points: configuring an optimal go-to-market strategy and ensuring sustained market success. To achieve their objectives, the client partnered with Lumanity, leveraging their extensive therapeutic area, consulting, and creative marketing expertise.

Approach

Lumanity quickly assembled a team of over 20 consulting and creative marketing experts in partnership with the client to develop a differentiated GTM strategy and brand through a comprehensive and collaborative approach.

Lumanity explored where to play:

  • Conducted CGT landscape and pipeline overview
  • Identified key players and segments

Determined how to win:

  • Conducted primary research
  • Led customer co-creation workshops
  • Developed value proposition

Supported extensive execution:

  • Translated research and value proposition into a brand, including a business name, visuals, website, and more.

Impact

The client successfully launched their CGT business with a differentiated GTM strategy and brand that resonated with their target customers. The magic of this project lay in the seamless combination of Lumanity’s consulting expertise and creative marketing capabilities. The consulting team provided deep insights into the CGT landscape, identified key market segments, and developed a robust value proposition, while the creative marketing team translated these insights into a compelling brand identity, including a business name, visuals, and a website. Both consulting and marketing went on the journey together with the client, bringing critical insights into each other’s work throughout the project. The client continues to work with Lumanity on the fourth value inflection point, to further refine and expand their CGT business, and ensure ongoing success in the market.