|Client||A large multinational pharmaceutical company was about to receive approval for a novel new product in the US – the first new agent in its class in several years.|
|Company Objectives||Despite the potential for serious side effects and the need for testing, the current market leader was well established and well supported, the market was relatively satisfied. Marketing research indicated that clinicians were not particularly interested in the new agent. The client was concerned that their expectations for the product could not be met.|
|Project Description||Because the client had no experience in the market, their ability to “crack” this market was limited. MME assembled a panel of outside experts, including clinical thought leaders. Former pharmaceutical marketing executives, public policy experts, pharmacy and medical directors from MCOs, and patent advocates,
Working with personnel form the client firm and MME, in two days this group:
Each expert also provided a “high level memo” to the team, providing them with what they felt were the key critical success factors for the product, from their specific point of view.
|Project Outcome||The product team used this information to totally rebuild their launch plans, and reinvigorate the sales force. The product was launched with great success, exceeding the previously pessimistic forecasts.|