Recent Engagement 2:
Business Challenge
In order to maintain its leadership position in a specific therapeutic class, a top-ten pharmaceutical manufacturer understood the need to establish a superior value proposition and increase "share-of-voice" throughout the hospital market. This need had recently become critical as competitive activity, particularly contracting, was becoming strong in this segment. To achieve these objectives, the manufacturer had to build a clear and actionable understanding of the hospital market and link marketing programs and services to target audiences.
- Assist the managed care group in defining their role in engaging a variety of organized customers
- Develop a managed care strategy that would leverage in-line and pipeline products and maximize returns within key payer/provider segments
- Create an actionable implementation plan for achieving the strategic goals
Strategyx Solution
Utilizing our knowledge of the hospital market, our client, their product and its competitors, Strategyx developed a market-driven, highly visual, analytical tool that facilitated our client's navigation of the hospital market by building an understanding of the "lay-of-the-land" and by identifying key threats and opportunities for their products.
Launch of this analytical tool within the sales force was supported by a strategy guide, which clearly delineated the tactics and approaches to be employed with customers in the different "performance segments".
Results
- Strategyx performs this analysis on a semi-annual basis for this client
- Additional products in the same market segments have purchased this strategic support tool
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