Pharma Service Benchmarking

Challenge

Blockbuster legacy drugs were elevating long-term safety data concerns in advance of our partner company’s drug launch.

Context

• Our partner was preparing to launch a drug with a new MOA into a TA with decades of unchanged practice and no new treatments in >5 years​
• The new drug’s safety and efficacy profile showed modest or debatable advantages. Convenience and QOL were the obvious benefits ​
• Our partner was concerned that more was needed to change prescription habits

Key Question

Can services widen the new brand’s convenience advantage and shrink HCP safety concerns?

Outcomes

• New Services: The brand funded two new services​
• Roadmap: A service roadmap was implemented, and additional personnel hired to manage / implement​
• Key tactics to achieve strategic imperatives: Home delivery and 1:1 mentors became core parts of achieving the brands uptake and retention targets​

Process

• Competitor Analysis: Primary (paid and unpaid) and secondary research
• Best in-class Benchmarking: Primary (paid and unpaid) and secondary research
• Gap Analysis
• Opportunity Ranking: Collaboration with partner

Outputs

• Competitive Assessment: Legacy drugs were maximizing income and minimizing investment. However. a few services were highly valued by HCPs
• Best in Class Analogues: Benchmarksrevealed numerous opportunities for differentiated services
• Prioritization: Primary research paired with cross functional input led to a prioritized timeline for service launches
• Investment: Services became a “strategic pillar,” and two new services were funded with a plan for more

Feedback

We really appreciated the new service ideas, but more importantly, you were able to validate which ones drove (Co. X and Y’s) success. This project may shift our tactics and our brand plan. (It did)  – Brand Lead