Case Study

Competitive Counter Launch

Competitive Counter Launch

Syntegrity

Pharmaceutical

CASE STUDY

The Client Challenge:

A global pharmaceutical company was a first mover in launching a biologic product. But now they faced a significant threat from another major pharmaceutical company that would be launching its new competing brand very soon. In addition, they were being challenged by other in-market brands, including non-biologic therapies.

The team was losing its drive and optimism, because the new competing brand was very strong, and physicians were already very excited about it.

The company wanted to maintain its first-choice, first-line positioning in the market, and to continue to enjoy its growth and market leadership position. They needed their team to be focused, positive, and prepared to take on the new competitor effectively. How could the team get its mojo back?

Using the Syntegrity Approach:

The client team used a 2-day Syntegration to solve this complex problem. They convened a cross-functional team of commercial, medical, global leaders, and external partners to determine how to get in front of the new competitive threat. They worked together to co-create powerful, aligned medical and consumer messaging, and developed a counter-launch plan of action.

The Results:

After the Syntegration, the team was galvanized with a new mind-set and new optimism. The company’s biologic experienced 305% revenue growth in the quarter following the Syntegration. The team has a well-designed, targeted plan for where and how to win with their brand – and they are confident that they can win. They’re ready for the upcoming launch of their competitor.

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Central Question:

“What do we have to do so that our biologic continues to be the unchallenged, first choice, first-line treatment for our indications?”

Central Question:

“What do we have to do so that our biologic continues to be the unchallenged, first choice, first-line treatment for our indications?”

The Results:

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