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Innovative Value Proposition
Life Sciences
Case Background
A global pharmaceutical company sought to expand its brand portfolio in the US by launching a new product in an already saturated marketplace. Despite dedicating substantial sales and marketing resources to the launch, the product's performance had been disappointingly suboptimal, failing to capture the intended market share. The competitive landscape was filled with well-established products, making differentiation a significant challenge. The primary objective of this project was to develop a new, innovative brand positioning that would stand out and appeal to diverse stakeholders. To achieve this, it was essential to create a customized value proposition that resonated with each stakeholder group, including healthcare providers, patients, and payers.
Photo by Christina @ wocintechchat.com on Unsplash
We leveraged a precedent-based approach that has been proven effective in solving the toughest challenges in the pharmaceutical industry. During Phase 1: Research, the team prioritized two key brand challenges based on the analysis and synthesis of multiple primary and secondary research streams. Several issues converged to create barriers to realizing the brand’s potential, including changing physician and patient perception of the drug, and mitigating the negative implications associated with this drug class. Traditional solutions had proven ineffective, making it clear that a novel approach was needed. The outputs from the Research phase guided our precedent search, both within the pharmaceutical industry and beyond. We identified over 200 precedents applicable to our clients’ challenges and meticulously filtered them to select the 13 most relevant cases. These cases provided fresh perspectives and innovative solutions that were crucial for addressing the identified challenges. The selected precedents served as the foundation for a creative recombination workshop with the client team, where we collaboratively explored and developed new strategies. This approach ensured that our solutions were not only innovative but also grounded in proven success, tailored to meet the specific needs of the brand and its stakeholders.
Our Approach
The Creative Recombination workshop outputs were transformed into innovative brand positioning and strategic imperatives. The key areas addressed included Growth Strategies, focusing on brand, sales, and access; Brand Architecture, which involved crafting a compelling value proposition statement for a target customer cohort; Growth Initiatives, detailing specific projects, tactics, and events; and P4 Recommendations, which covered Target Product Profile (TPP) and key endpoints. This comprehensive approach ensured that all strategic elements were aligned to drive the brand's growth and market success.
Output
Innovative Value Proposition
Life Sciences
Case Background
A global pharmaceutical company sought to expand its brand portfolio in the US by launching a new product in an already saturated marketplace. Despite dedicating substantial sales and marketing resources to the launch, the product's performance had been disappointingly suboptimal, failing to capture the intended market share. The competitive landscape was filled with well-established products, making differentiation a significant challenge. The primary objective of this project was to develop a new, innovative brand positioning that would stand out and appeal to diverse stakeholders. To achieve this, it was essential to create a customized value proposition that resonated with each stakeholder group, including healthcare providers, patients, and payers.
Photo by Christina @ wocintechchat.com on Unsplash
We leveraged a precedent-based approach that has been proven effective in solving the toughest challenges in the pharmaceutical industry. During Phase 1: Research, the team prioritized two key brand challenges based on the analysis and synthesis of multiple primary and secondary research streams. Several issues converged to create barriers to realizing the brand’s potential, including changing physician and patient perception of the drug, and mitigating the negative implications associated with this drug class. Traditional solutions had proven ineffective, making it clear that a novel approach was needed. The outputs from the Research phase guided our precedent search, both within the pharmaceutical industry and beyond. We identified over 200 precedents applicable to our clients’ challenges and meticulously filtered them to select the 13 most relevant cases. These cases provided fresh perspectives and innovative solutions that were crucial for addressing the identified challenges. The selected precedents served as the foundation for a creative recombination workshop with the client team, where we collaboratively explored and developed new strategies. This approach ensured that our solutions were not only innovative but also grounded in proven success, tailored to meet the specific needs of the brand and its stakeholders.
Our Approach
The Creative Recombination workshop outputs were transformed into innovative brand positioning and strategic imperatives. The key areas addressed included Growth Strategies, focusing on brand, sales, and access; Brand Architecture, which involved crafting a compelling value proposition statement for a target customer cohort; Growth Initiatives, detailing specific projects, tactics, and events; and P4 Recommendations, which covered Target Product Profile (TPP) and key endpoints. This comprehensive approach ensured that all strategic elements were aligned to drive the brand's growth and market success.