Defending Global Multiple Sclerosis
Market Share1
The Situation
A leading pharmaceutical company held the #2 market share position in the European multiple sclerosis (MS) market and the #3 position in the US, and had already proven to be vulnerable to competitive activity. A global competitor was forecasted to launch a new product with a superior efficacy profile and strong clinical support. We were engaged to help the client's Global Business Team map out the presumed strategy and launch plan of the this new competitor, assess the magnitude of share and profit risk, and identify short and medium term strategic initiatives to protect the franchise.
What We Did
- Worked with the Global Business Team to develop assumptions and scenarios for the global launch of new competitor (eg. claims, timing, geographic sequencing, clinical and regulatory strategies)
- Designed and facilitated a Global "War Games" process to help the team "walk in their competitors' shoes" by creating the presumed marketing strategy and program or the new launch, and assessing the response strategies of the other established competitors in the market
- Developed a detailed Strategic Response Plan for the client's brand including implications for target audience, positioning, and clinical and publication strategies
Results
Client's multiple sclerosis franchise "held its own" in face of competitive launch. We also successfully re-applied this War Games process to 2 other competitive launch situations within the Neurology Division.
Service Areas: Growth Strategy
1 This project was co-led by Jacqueline at MCG - The Marketplace Capabilities Group
