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.
250 conditions supported across 40 therapeutic areas
270 engagements in the last 5 years
100+ pre-commercial assets supported in the last 5 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