Challenge
A global pharma company looking to launch a new gene therapy in a rare disease. The team wanted to pressure test their long-term strategy by looking at a number of market scenarios that could eventuate based on varying FDA labels and competitor launch timeframes.
Approach
- Developed a scenario framework that identified all plausible permutations of competitor launch and asset labelling and consolidated into four key planning scenarios
- Characterized each scenario identifying HCP, patient, payer and policy maker and key competitor behavior in each case
- Validated scenario assumptions in interactive workshops with the EU and US cross-functional teams
- Identified 6 key issues distilled from over 150 comments and observations in the workshops
- Addressed each issue in a further set of EU and US workshops which looked at mitigation strategies in each case
- Summarized findings and recommendations for evolution of strategy and tactics in a comprehensive management report
Outcomes
Outputs
Comprehensive report containing:
- A scenario framework distilling multiple future market outcomes into a finite and manageable number of planning scenarios
- Detailed descriptions of each scenario, including likelihood on impact on HCPs, patients and payers in EU and US
- Hypothesized competitor strategy, positioning and brand story
- Priority company issues emerging from scenario planning
- Strategy and key activities to address each issue