Innovative Value Proposition

Background

A global pharmaceutical company was seeking to expand its brand portfolio in the US by launching a new product in a saturated marketplace. Despite substantial sales and marketing resources dedicated to the launch, the performance had been suboptimal. The primary objective of this project was to build a new innovative brand positioning and ensure that a customized value proposition connects with each stakeholder group, triggering a sustained behavioral change required to get stronger traction in the marketplace.

Approach

We leveraged a precedent-based approach that has been proven to solve the toughest pharma challenge. During Phase 1: Research, two key brand challenges were prioritized by the team based on the analysis and synthesis of multiple primary and secondary research streams.

Approach

Several issues converged to create barriers to realizing the brand’s potential: i.e., how to change physician & patient perception of the drug and how to mitigate the negative implications of this drug class. It was clear that conventional solutions were not working. Outputs from the Research phase guided our in-pharma and ex-pharma precedent search. We identified over 200 precedents applicable to our clients’ challenges and filtered them to select the 13 most relevant cases that inspired a creative recombination workshop with the client team.

Output

Creative recombination workshop outputs were developed into innovative brand positioning and strategic imperatives. This was developed with the client during two post-workshop strategy sessions and created to inform the following key decisions for our client – Growth Strategies: brand, sales, access; Brand Architecture: value proposition statement for a target customer cohort, Growth Initiatives: projects, tactics, events; P4 Recommendations: TPP, end-points.

Consultant Name

Shelby Sheridan

05.31.2023

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