The Situation
A global pharma manufacturer was at a crossroads: A flagship, multi-blockbuster brand was facing imminent patent expiration, and the future of the franchise and its revenue stream depended on maximizing a new indication.
The challenge for the U.S. brand team was articulating the size of the opportunity – and the proposed strategy to exploit it – that would unlock vital promotional spending by the board of directors. Given that this class of drugs was new to this therapeutic area meant few analogs existed and new approaches and assumptions needed to be communicated.
The Plan
Turn data overload into a clear market assessment and actionable strategy, leading to more confident decision-making and universal executive buy-in.
1. Parse volumes of abstracts, studies, white papers and reports into one of several buckets:
- Market Dynamics
- Burden & Opportunity
- Competitive Threats
- Target Audiences
- Strategic Approaches
- Phases & Timing
- Key Performance Indicators
2. Distill the buckets of content into the 5 most important takeaways for each category.
3. Transform complicated charts, tables and graphs into a series of literal, easy-to-understand data visualizations and infographics creating “Foundational Views,” telling the complete story in 7 core slides.
4. Leverage the core Foundational View graphics in all communications, including an interactive electronic pre-read, printed board room posters, an animated introduction video, and the live presentation itself.
The Results
Board approval granted… and budgets allocated. Fast-forward to early 2024… FDA approval was received and, thanks to deft planning and informed foresight, the brand is dominating the new marketplace.
“I owe more promotions in my career to you guys than I can count!”