Launching for Success Case Study
The client, PharmaA*, was a small-to medium-sized pharmaceutical company. PharmaA had a limited development pipeline and was in the process of launching their first product, an orphan drug, AX, for treating a rare disease.
*Company and drug names have been changed for confidentiality purposes.
The drug was the first and only approved therapy for the indication in Europe and Canada and was pending approval in the US. AX was already commercially available in a few European countries and PharmaA was preparing to launch in the remaining European markets. Being the only available treatment currently in the market, AX had high revenue potential.
PharmaA planned to sequentially launch AX in the remaining European markets. However, they were a relatively small organisation with no prior knowledge of the competitive environment, and no standardised launch planning process or procedures.
The client engaged Deallus to help them understand their competitive landscape, streamline launch efforts across all European markets, and stress test and revise their launch planning strategies into the new markets.
Through internal and external strategic intelligence such as conference coverage, primary, and secondary research, Deallus collected necessary information on PharmaA’s capabilities as well as on the capabilities and aims of their competition in the launched and pre-launch European markets.
Deallus then analyzed and evaluated the collected data to find strengths and weakness of PharmaA versus its competitors in the European market.