Launch Strategy Modelling, Testing and Redesign for Multinational Pharmaceutical Company

What was the problem?

A top 5 global generic drug company planned to launch a new drug in the local retail and hospital market in a CEE country in early 2011. The company designed a product market strategy which goal was to compete effectively on the local retail and hospital market.

The senior managers responsible for launching the product needed to understand: the pricing strategy for the new biosimilar given the characteristics of the two different markets; the marketing budget and sales force resources to be allocated to support the target market share; the competitive responses from the existing players; and potential sub-optimal product performance and financial results.
 

How was it solved?

Strateggo was hired to help the generics company to understand the issues facing with the new product. Using business modelling, a model of the market was created including all key influencing factors responsible for the dynamics of the market. Statistical data related to the disease market dynamics, patients and doctors’ behaviour, and competing treatment options was collected and incorporated within the model. 

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