Challenges and tasks
- The local affiliate of a global pharma player had to ensure a successful major product launch (neurological diseases)
- The challenge was to translate the global strategy into a customer centric, cross-functional local launch strategy and tactics incorporating the perspective of the 5 Ps* to:
- leverage global positioning
- enhance patient care through timely use of this therapy
- ensure broad access for patients
OXYGY's Approaches
- We applied OXYGYs co-discover approach for current launch preparation analysis and understanding of customer behavior
- Our co-design approach generated a mind-shift change from a brand to a stakeholder-centric practice (outside-in) for launch strategy planning, go-to-market solutions design and value creation
- Application of AGILE principles ensured a successful co-delivery via iterative strategy execution planning
- All Co-Co-Cos were performed together with the clients’ executives, ensuring a high level of engagement, enabling efficient change management, communication and commitment to deliver
Outcomes and value created
Maximized expected success of the launch and minimized risks thanks to:
- Local Launch Strategy leveraging global product positioning and strategic imperatives
- Carefully collecting and analyzing local data and insights on stakeholder needs, value drivers and behaviors (Patient Journey & Levers of Growth, Market Maps & Target Segments)
- Differentiation of the brand through clinical evidence and value adding solutions based on stakeholder understanding
- Mind-shift change of the local neuro team toward new product launches – from “execute from internal brand perspective” to “outside-in, stakeholder centric strategies and tactics”
- Careful planning and project management – x-functional roadmap for implementation in sprints with detailed activities, timings and owners defined
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