The Situation
An emerging biotech company was approaching the launch of its flagship product into the marketplace. Within 2 weeks, brand management would be presenting its final launch readiness review to the Board of Directors.
Our charge: Synthesize a 20-slide presentation into a succinct, easy-to-digest and effective “Executive Overview” that could be reviewed over a 45-minute lunch meeting in New York.
The Plan
Work with the launch team to “boil down” the content to only the key takeaways:
- Competitive Environment
- Launch Objectives
- Targets/Market Segments
- Key Performance Indicators
- Strategic Imperatives
- Delivery Channels
- Metrics.
Then, re-envision the presentation as a one-page “infographic” to illustrate the “brand launch journey” as a compelling, comprehensive visual story. Finally, design the end-product as printed “placemats” for the Board meeting table – each director having the launch readiness plan as the backdrop for their own personal place-setting.
The Results
Not only was the plan approved, but the brand team was also lauded for their brevity and creativity. Despite being launched right at the beginning of the COVID-19 pandemic, the brand achieved billion-dollar blockbuster status within 3 years and was shortly thereafter acquired by one of the largest global pharmaceutical manufacturers for $11.6 billion.
“When it absolutely, positively, 100% has to be perfect, Infinitely Big is our only choice!”