Brand Strategy and Commercialization

Our depth and breadth of therapeutic expertise and institutional knowledge of key stakeholders helps life science companies uncover actionable insights, which along with data and analytics, inform integrated and de-risked commercial strategy and execution of each brand.

75+ Projects conducted in the cell and gene therapy space

50% Of employees have PhDs and other advanced degrees

100+ Rare disease focused projects in the last five years

Project Types

Strategic Solutions to Build, Differentiate, and Commercialize Your Brand

Brand Strategy

  • Brand Planning
  • Positioning / Message Testing
  • Strategic Segmentation (HCP, Patient, Payer)
  • Competitive Strategy / Workshops
  • Demand Forecasts

Commercialization

  • Go-To-Market Model
  • Organizational Design
  • Integrated Launch Roadmap
  • Launch KPIs

Approach to Brand Strategy Development and Commercialization

Positioning & Message Testing

Objective

Develop and align on a singular brand identity statement and supporting narrative with consideration to the product’s differentiation and value in the market through comprehensive primary market research

Approach

Facilitate internal cross-functional workshop to review and align on potential positioning statements and/or messages for testing, target stakeholder audience, and competitor strategies

Prepare for and conduct 1:1 primary research with key physician and patient stakeholder segments to elicit feedback on positioning, concepts and/or messages to determine how unique, distinct, powerful, and/or convincing they are to each stakeholder

Evaluate and prioritize positioning statements, marketing concepts, and/or product messages based on their ability to be differentiated, ownable, aspirational, and sustainable

Synthesize research insights to develop an informed analysis and provide recommendations to inform the brand strategy and maximize the commercial opportunity

Go-to-Market Model

Objective

Craft a brand or portfolio level “go-to-market” strategy for asset(s) with a focus on identifying critical success factors and strategic initiatives for each functional discipline ​

Approach

Profile the market landscape with a focus on trends across channels, stakeholder engagement and activation opportunities, and policy trends that influence brand utilization, coverage, and access​

Conduct benchmarking assessment to outline the go-to-market strategies employed to successfully launch assets ​

Understand market influences on brand utilization across channels through analysis of claims data​

Conduct primary research with key stakeholders to pressure test preliminary hypotheses regarding best practices and critical success factors ​

Create an integrated evidence package, including key functional disciplines and highlight interdependencies across functions, align allocation (%) of budget/resources

Deliver final report with Recommendations, Timelines, and Next Steps

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