Launching a Speciality Pharmaceutical Product
Issue
The client’s goal was to rapidly launch a new specialty pharmaceutical product in about 70 countries.
Results
In fifteen months, ZS created the execution plan used by the client to launch nearly simultaneously around the world. The local variations in the practice of medicine, as well as very limited local resources in many countries, was deftly overcome with a solution that enabled local teams to tailor targeting at launch to maximize uptake. The approach has been adopted by the client organization as a global best practice for launching new products.
Approach
ZS began with a diagnostic review of the client’s launch capabilities across the Sales and Marketing functions, revealing extremely limited resources for the emerging specialty market for their product. We then conducted customer interviews and quantitative research in each of three major regions of the world to identify groups of healthcare providers with different needs, treatment practices, and likelihood to adopt the new product. The customer insights were used to create global launch guidelines with flexibility for local market teams to identify and differentially allocate resources and messages to unique segments of healthcare providers. The approach enabled a Marketing driven solution to be effectively implemented by the Sales organization on a global basis.