Portfolio co-positioning refers to the commercialization of one or more assets by the same company in the same area.
Getting portfolio co-positioning right means clarity of positioning for HCPs, payers, and other stakeholders, optimization of portfolio performance, and often market leadership. Getting it wrong leads to internal turmoil, confusion for customers, wasted resources, and missed opportunities.
Determining which asset is targeted to which patient segment requires a robust and objective process. So, what is the best practice approach to portfolio co-positioning?
Peter Smith (Senior Vice President, Commercial Consulting) shares his views on the challenges and recommended process for successful portfolio co-positioning.
Thinking about the future evolution of market dynamics is essential. Building strategy and asset development plans based only on the here and now may miss potentially market-disrupting strategies coming from future competitors.