Create a launch and growth strategy for two biosimilars simultaneously

Pioneering products mature. And at that point maintaining or growing market share requires tight strategy and execution. Likewise launching a new biosimilar into the highly competitive US market is no walk in the park. So what happens when you have to do both in parallel?

THE CHALLENGE

Two products at differing life stages each with ambitious plans

Our client was a global leader in generic and biosimilar medicines. They wanted to maintain and grow the market-leading position for a once pioneering but now maturing biosimilar. Simultaneously our client was launching a second biosimilar in the US market. This required a highly effective strategy and brand and marketing plan. Individually, each was a unique challenge. But together? A rather complex problem, made more difficult by the intense scrutiny from leadership and investors.

OUR SOLUTION

Lead and coordinate multidisciplinary teams

Our experienced senior consultant brought extensive real-world commercialization experience and critical thinking needed for the launch of biosimilars in the US. In addition, we brought strong thought partnership with the client’s commercial organization.

We led a 15+ strong client team spanning marketing, sales, supply chain, regulatory, communications, and legal to:

Implement a brand campaign refresh for the maturing, biosimilar to increase market share
Execute the new brand plan and grow market share over an 18-month period
Create and execute a launch strategy for the new biosimilar drug
Collaborate with medical, regulatory, and legal teams to ensure flawless execution on both products

THE RESULTS

A win-win for the client

The mature product countered share erosion and continues to maintain a market-leading position. The launch of the second product in the US market was successful. The new product has a strong foundation to sustain growth in the face of competition.