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FOMO Comes to Pharma
Life Sciences
Case Background
Best clinical data is not a panacea. In the fiercely competitive oncology drug market, our Client’s drug entered as a second-to-market option in a highly contested class. Despite possessing superior "gold-standard" clinical data that achieved both statistical and clinical significance, the drug was perceived by physicians and payers as undifferentiated from the market leader. Additionally, unique monitoring burdens further tarnished the drug's perception, overshadowing its clinical advantages. The challenge was to own the core differentiator of the brand – its robust clinical data – and make it relevant to skeptical stakeholders, while revitalizing the importance of core clinical standards in the class to drive interest in the brand.
Photo by Volodymyr Hryshchenko on Unsplash
We employed a 3-step PDI approach to develop innovative solutions. In the FRAME phase, we identified the primary challenges using a combination of rapid primary and in-depth secondary research. Our team then helped our Client prioritize the most critical challenges to focus on solving the issues that are hard to solve conventionally and if solved would create the largest positive impact for the brand. In the CREATE phase, we unlocked a path to creative thinking for the Client. First, we deconstructed prioritized challenges and disassociated each challenge element from the industry and company context. This helped to facilitate the broadest search for in-pharma and ex-industry precedents – looking for anyone who solved a similar problem anywhere at any point in time. Over 200 innovative cases were filtered to showcase a diverse set of creative solutions that stimulated unconstrained thinking. Fear Of Missing Out proved to be one of the winning themes that emerged from our precedent search. We leveraged the CREATIVE RECOMBINATION workshop to develop clusters of innovative ideas to address the key client issues. The most impactful and viable ideas were selected for further development, enhancement, and refinement. In the PRIME phase, we grounded top creative ideas to build an action plan that would drive immediate results in the market.
Our Approach
The biggest ideas were used by our Client as the foundation to develop an overarching strategy with incremental and long-term solutions to solve key challenges. In order to fully understand the effort level needed for each initiative, we translated and measured each plan based on a spectrum of control derived from the ‘FOMO’ precedents. Each idea was vetted to establish a clear initiative leader, anticipated costs, and aggressive timelines to drive immediate market results. A detailed implementation plan was developed for each idea within the innovative strategy.
Output
FOMO
Comes to
Pharma
Life Sciences
Case Background
Best clinical data is not a panacea. In the fiercely competitive oncology drug market, our client’s drug entered as a second-to-market option in a highly contested class. Despite possessing superior "gold-standard" clinical data that achieved both statistical and clinical significance, the drug was perceived by physicians and payers as undifferentiated from the market leader. Additionally, unique monitoring burdens further tarnished the drug's perception, overshadowing its clinical advantages. The challenge was to own the core differentiator of the brand – its robust clinical data – and make it relevant to skeptical stakeholders, while revitalizing the importance of core clinical standards in the class to drive interest in the brand.
Photo by Volodymyr Hryshchenko on Unsplash
We employed a 3-step PDI approach to develop innovative solutions. In the FRAME phase, we identified the primary challenges using a combination of rapid primary and in-depth secondary research. Our team then helped our client prioritize the most critical challenges to focus on solving the issues that are hard to solve conventionally and if solved would create the largest positive impact for the brand. In the CREATE phase, we unlocked a path to creative thinking for the client. First, we deconstructed prioritized challenges and disassociated each challenge element from the industry and company context. This helped to facilitate the broadest search for in-pharma and ex-industry precedents – looking for anyone who solved a similar problem anywhere at any point in time. Over 200 innovative cases were filtered to showcase a diverse set of creative solutions that stimulated unconstrained thinking. Fear Of Missing Out proved to be one of the winning themes that emerged from our precedent search. We leveraged the CREATIVE RECOMBINATION workshop to develop clusters of innovative ideas to address the key client issues. The most impactful and viable ideas were selected for further development, enhancement, and refinement. In the PRIME phase, we grounded top creative ideas to build an action plan that would drive immediate results in the market.
Our Approach
The biggest ideas were used by our client as the foundation to develop an overarching strategy with incremental and long-term solutions to solve key challenges. In order to fully understand the effort level needed for each initiative, we translated and measured each plan based on a spectrum of control derived from the ‘FOMO’ precedents. Each idea was vetted to establish a clear initiative leader, anticipated costs, and aggressive timelines to drive immediate market results. A detailed implementation plan was developed for each idea within the innovative strategy.