Capabilities:

Product Strategy

Patented drugs and biomedical products have foreseeable revenue curves. It is within the patent-protected time that a product must establish optimal market share and peak sales performance to recoup years of investment and fund the next generation of products. Some products meet sales expectations, but more frequently they struggle to attain their goals. Factors that dampen results include low patient uptake, slow physician acceptance, aggressive competition, pricing pressures, novel therapy introductions, sales force ineffectiveness and failure to adequately differentiate.

Makers of successful products who are focused on exceeding expectations recognize that they must continuously seek out new opportunities to overcome obstacles and to grow profitably. We assist this process by identifying and exploring key drivers of short and long term revenues and developing strategies to maximize commercial value at all stages of a product's life cycle.

Product specific questions we address:

  • What are the market growth opportunities right now?
  • How can we balance domestic pricing versus Canadian, European and global reference prices?
  • How do we sharpen our understanding of competitors?
  • What is the best value proposition for patients? For physicians? For managed care?
  • How can we reach customers that are underserved?
  • Are we achieving peak market penetration as quickly and efficiently as possible?
  • Do we have the right number of representatives in the right places talking to the right doctors?
  • How do we make the most out of patent life?
  • Is our marketing mix optimal for our lifecycle position?

Utilizing an extensive network of primary research methodologies and analytical tools, we develop a comprehensive picture of the market in which your product competes. We then work intimately with you to develop product strategies based on a comprehensive set of data driven analyses.

Typical activities in which we engage:

  • Market opportunity evaluations
  • Pricing strategies
  • Competitive landscape assessments
  • Product positioning and marketing
  • Launch and growth strategies
  • Sales force effectiveness
  • Lifecycle planning