Recent Engagement 3:
Business Challenge
In preparation for the launch of two new products, a top-ten pharmaceutical manufacturer was seeking to identify, validate and implement strategies, tactics and a pre-launch communication plan to positively impact the launch and subsequent acceptance and utilization of these products. Strategyx was engaged to:
- Provide an overview of the marketplace within managed care and assess the impact that managed care could have on these new products
- Identify the potential challenges and opportunities for formulary acceptance and optimal reimbursement
- Identify and profile key targeted managed care accounts to determine the appropriate leverage points and identify tactical programs aimed at concentrating effort during launch
- Develop an implementation "Roadmap" for Account Managers
Strategyx Solution
Strategyx leveraged its experience in strategy development, managed care, and market research, as well as the ability to recruit top-level managed care executives and prescribing specialists to meet the needs of this marketing team. A phased approach, carefully coordinated with the senior management team, was used to achieve the objectives listed above. The four phases include:
- Environmental Overview
- Product Assessment and Strategy Development
- Account Profiling and Account Management Implementation
- Pre-Launch Communication Plan
Results
- Based on the results of the research and environmental assessment, the client developed a contracting strategy to achieve broad access, based on limited discounting to high-control managed care organizations
- Client crystallized the messages and supporting information required to help appropriately position its products with managed care decision-makers
- Client effectively segmented its managed care accounts in order to channel its account management and medical liaison resources more effectively - achieving optimal speed and quality of access for its products.
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