Product launch strategy for European biopharmaceutical company

  • Identified geographical concentration of demand

  • Designed optimal distribution channel configuration

  • Developed effective marketing, promotional and communication strategies


CLIENT CHALLENGES
  • A top European biopharmaceutical company with a well-diversified portfolio wanted to build an optimal product launch strategy in a number of Asian countries
  • Key challenges were:
    • Developing a roadmap to plan the launch in these Asian countries
    • Scarcity of data availability in these countries
    • Building strategies based on responses from multiple stakeholders
    • Interviewing distribution channel partners to build strategy
OUR APPROACH
  • Competitive analysis:
    • Conducted detailed studies on competitors’ products within the same product category
    • Benchmarked the client vs competitors in terms of product features, pricing, reach and brand value
  • Surveys and interviews:
    • Conducted detailed customer surveys to identify unmet customer needs and devised relevant strategies for the client to address these needs
    • Interviewed channel partners
  • Strategy designing:
    • Identified key marketing strategies launched by competitors and assessed their impact on the target audience to propose best-in-class strategies
IMPACT DELIVERED
  • Built a staggered launch strategy based on geographical concentration of demand
  • Advised on optimal distribution channel configuration
  • Developed effective marketing, promotional and communication strategies for medical practitioners, wholesalers and retailers
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