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?

3 Minutes Life Sciences 12/14/2023
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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.

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