Solutions Asset Optimization & Commercialization

The Client

A pharma company looking to develop a go-to-market (GTM) strategy ~4 years ahead of a product launch in stem cell transplant

Challenge

The client wanted to assess the current and evolving competitive environment in the therapeutic area to inform a robust, future-proof positioning in two upcoming indications. The client also had a clear need to achieve internal cross-functional alignment regarding the derived GTM strategy

Approach

  • We formed a client cross-functional core team to act as the key decision maker
  • A series of structured working sessions were developed with the core team to examine the competitive landscape and likely key challengers in each indication
  • Development of target product profiles (TPPs) for 9 upcoming competitors to help the client core team assess each product’s strengths and weaknesses
  • Creation of a reference pack to provide the team with the necessary background information ahead of the working sessions
  • We developed a series of future competitive scenarios to pressure test potential indication-specific positioning
  • Subsequent alignment on a cohesive narrative for both indications, as well as the beliefs and messages that the team should instill in key stakeholders for the product to be successful
  • We consolidated the outputs in a succinct GTM strategy document

Valued Outcome

  • Global and regional team alignment regarding the GTM strategy of the upcoming product
  • Clear and succinct recommendations for a successful positioning
  • Identification of data gaps in the current clinical development program
  • Reinforcement of a trusted relationship with the client, seeing Lumanity as a true partner in the strategy development process

“It’s been a pleasure working with you. Many thanks for all your input and contributions toward the brands strategic plan as well as the go-to-market strategy work. Both projects were right on target.”

Global Commercial Brand Director