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?
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 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:
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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