Product Launch Strategy

Case Study


  • A biopharma company expected imminent approval for a new anti-infective
  • A similar competitor drug was slated to launch soon afterward
  • The client tasked Putnam with helping to develop a comprehensive launch strategy
    • Competitive positioning
    • Disease awareness
    • Pricing & market access

Putnam Approach:

  • Conducted in-depth analysis of the pricing, positioning, promotion, and pipelines of competitors
  • Built landscape scenarios to build alignment and frame strategy, tactical plans, and contingency plans
  • Identified and analyzed multiple analogs
  • Conducted primary payer research, physician research, and ad boards to analyze and frame the value proposition
  • Built a US pricing and contracting optimization model, tied to a US forecast model


  • Launch strategy was endorsed by senior management
  • Putnam supported next-level tactical planning
  • Value story and positioning were well-received by managed markets and field force teams
  • At one-year check in the launch was on forecast and deemed highly successful
  • Successful launch set the stage for additional portfolio development


Strategy for the Life Sciences