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Strategic modelling and optimization
Industry and markets modelling, analysis and scenario planning

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Product portfolio modelling and optimisation for a strong regional player

What was the problem?

A large regional player on the CEE medicines market needed to reassess its marketing strategy by the reevaluation of its product portfolio and drugs market potential, in order to optimize performance results. The company knew that not all the drugs had the same growth potential but didn’t have the right tool for evaluation considering its entire product portfolio as an interconnected non-linear dynamic system causally driven by patient flows, doctors’ behavior, competitor reactions and constantly changing P&R regulation.

The company acknowledged that most probably it was overinvesting in products having nosignificant growth potential, and vice versa, underinvesting in products with high market growth potential but yet underestimated and unrecognized. Notwithstanding, the need to optimize its product portfolio performance was tightly linked to the desired target of improving business unit results by at least 10% in the year to come.

 

 

How was it solved?

Pharma Dynamic Markets was hired to help with the product portfolio evaluation and estimate alternative growth trajectories for its products. Using resource dynamics modelling and simulation approach, a non-linear system model of the whole portfolio was created including all key cause -and-effect internal and external to the company factors, responsible for the market dynamics.

Statistical data related to the disease market dynamics, patient flows and doctors’ behaviour, competing treatment options, etc. was collected and incorporated within the model.

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