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Growth strategy for established brand facing new market entrants

Repositioning of biologic to win dynamic market share in EU-5  

The why

Established brands risk falling behind and losing relevance when not responding effectively to changing market dynamics. While established brands typically make up the majority of a pharma company’s portfolio, individual brands are often passively managed, leading to significant untapped growth potential. Evaluating emergent market dynamics is key to making good choices on brand positioning and repositioning for growth.

The challenge

Our client – the global brand team of an established biologic – was seeing declining growth in its core therapy area in EU-5 markets. To reignite growth in these key markets, the global brand team wanted a data-driven analysis of changing market dynamics and its implications, and identification of concrete growth opportunities in a market with intensifying competitive pressure.

How we helped

We analysed longitudinal prescription data across the five markets and derived key trends and emergent dynamics impacting the brand’s growth in its legacy positioning, specifically driven by new classes and brands entering the market. Based on data-driven analysis and workshops with the global brand team and selected affiliates, we identified concrete challenges in the brand positioning and developed an adjusted brand positioning to solve identified issues and reposition the brand for growth.

Outcome

Identifying root cause
Deep data analysis achieved clarity on market dynamics, enabled separation of hypotheses and facts, and secured alignment across HQ and affiliates on the root causes
Endorsed brand repositioning
Data-driven repositioning of the brand based on evolving market dynamics, with clear tactical implications and guidance for messaging aligned to HCP prescription drivers
Enabling EU-5 markets
Sharing detailed data-driven insights on the bio-naiive and switch market dynamics allowed a data-driven interpretation of qualitative market trends observed in the affiliates to guide execution

"The data-driven approach allowed us to understand our market on a new level, and ultimately to resposition our brand. The collaborate approach meant we had affiliate buy-in from the get-to."

 
Global Brand Lead
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What moved the needle

Data-driven insights Separating hypotheses from fact via data-driven insights allowed focusing on the real issues rather than “boiling the ocean”
Affiliate involvement Ensuring early affiliate involvement on data sources and analysis methodology to achieve buy-in enabled constructive discussions on way forward
Qualitative insights Coupling quantitative Rx data analysis across markets and qualitative insights from in-market affiliate stakeholders to inform solutions
Partner

Jonas T. Karlsen, Ph.D.

Jonas is a life science strategist supporting executives drive progress across the value chain. He is an expert in bridging strategy and execution via global operating model design and transformation rooted in strategic objectives. He engages with structured top-down thinking and a pragmatic and collaborative approach to mobilise organizations and make things happen.

Jonas holds a Ph.D. in biophysics from the Technical University of Denmark, DTU, and further studied at California Institute of Technology. Recipient of the Ministry of Sciences Elite Research Award.

Selected experience

  • Ecosystem integration and external innovation pipeline
  • Lab of the future capability building and operating model design
  • Global clinical operating model design and transformation
  • Pre-launch strategy for cardiometabolic TA development

 
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