Case Study One
A pharmaceutical company with drug therapy in highly competitive AML market
Objective - need to establish competitive positioning and provide market assessment and Financial LRP
Challenges
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Multiple products within this specific blood cancer area
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Limited KOL’s identified or advisory boards completed
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Poor assumption and forecast model had been completed
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Reimbursement model was challenging and not well understood by team
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Limited clinical trial experience completed in Canada
Solutions
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Contacted a number of KOL’s to understand current treatment paradigm
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Documented the reimbursement and market access expectations
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Researched target audience list for each province of treaters
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Reviewed guidelines established by Canadian Agencies
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Workshop to determine corporate brand positioning
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Conducted competitive war game exercise
Results
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Developed financial forecasts for Year 1, 3 and 5 for the product launch
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Developed Go – To Market Recommendation on resourcing and deployment
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Drafted suggested launch plan with critical success factors
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Development of effective brand positioning
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Identified National KOL for Advisory Board