Asset Strategy and Investment /
Branding and Positioning /
Commercial Strategy /
Insight Generation /
Lifecycle Management /
Market Access Strategy /
Market Landscapes /
Patient Journeys /
Pricing /
Value Story Development /
Workshops and Brainstorming /
Case Study: Informing brand strategy and positioning for an immuno-oncology therapy
Problem
A leading pharmaceutical company needed to develop the brand strategy and positioning for an immuno-oncology product for a small lead indication that could support follow-on indications and combination products.
Solution
- Conducted internal stakeholder interviews to gather information and expertise from the cross-functional team
- Facilitated a half-day strategy workshop with the core global team to build and refine the brand strategy
- Conducted patient ethnography research via a mobile app to gain the patient’s perspective on the diagnosis, treatment, and unmet needs around their cancer to inform the product positioning
- Facilitated a half-day positioning workshop with the core global team to build draft positioning options
- Conducted qualitative research with physicians to validate the positioning options Used the findings from the research to refine and finalize the positioning
Outcome
- Created awareness of the patient’s thoughts and feelings on their experience with the disease and its treatment among internal stakeholders
- Agreed brand vision, positioning, and clear launch strategy
- Differentiated and future-focused launch positioning based on key insights that resonates with potential customers to drive behavior change