A global pharmaceutical company is assessing the market position of their recently launched product in the women’s health space for the treatment of vasomotor symptoms. While their product was first-to-market, the company now faces the challenge of a competitor planning to launch a similar product next year. In anticipation of this new market entry, the global team seeks to better understand the competitor’s positioning and develop strategies to fortify their product’s market positioning. Arya Consulting Partners was asked to support the company in designing and facilitating a series of cross-functional competitor workshops across key markets to better understand likely competitor product scenarios and strategies, as well as develop count-strategies for their product.
Collaborating closely with the global product strategy leads from Commercial and Medical Affairs, the Arya Team created the brand plan by:
Conducting working sessions with the global core team to develop a Situational Analysis, outlining the key internal and external factors impacting the asset from a global perspective
Facilitating core team working sessions and offline reviews to gather and synthesize materials across functions, updating content on the global brand plan and preparing for sprint team working sessions
Customizing and using digital collaboration tools to encourage participants to brainstorm ideas for discussion during the working sessions
Designing and facilitating a two-day virtual sprint team working session to engage over 20 global participants in reviewing and pressure testing the brand’s iSWOT (strengths, weaknesses, opportunities, and threats), PESTLE analysis (political, economic, social technological, legal, and environmental), and brand objectives and sub-objectives
Conducting additional core team working sessions to streamline updates, consolidate discussion points, and finalize all elements of the plan to ensure the Brand Plan is updated for FY2025
Incorporating components of the Situational Analysis and working session outputs into the Integrated Global Brand Plan
Supporting the internal leadership and legal review processes by addressing questions and comments to create an endorsed final version
Working closely with the product director from the Global Marketing team, the Arya Consulting team helped to develop and execute a hybrid-model global launch workshop and develop a robust launch plan by:
Developing launch starter kits for each functional team with draft launch activities and timings based on internal launch excellence recommendations and Arya's launch experience
Conducting working sessions with 12 separate functional teams to develop and pressure-test functional launch plans, including key launch activities, functional contributors, timings, and interdependencies
Designing a hybrid workshop to engage approximately 50 global in-person and virtual participants
Creating workshop exercises to review and pressure-test functional launch plans and identify key risks to the launch, while allowing for critical input from both in-person and virtual participants
Developing workshop exercises to promote team culture, enhance ways of working, and energize / mobilize the team for launch
Identifying strategic launch risks and mitigation steps to prepare for upcoming launch readiness review
Consolidating post-workshop functional launch plans into a single global launch plan, outlining 300+ global launch activities with interdependencies and timing of key deliverables for affiliate markets
The Arya Consulting Team supported the development of the LCM plan and supporting resource by:
Supporting the design and execution of the product’s LCM vision, strategy and objective workshops
Gathering +250 sources across both organizations and developing a source catalog to summarize and classify each source based on its content, origin, and application to the brand
Collating key insights across all source documents to outline the brand’s journey and future
Developing LCM guiding principles and objectives to frame the LCM strategy and identify near-term opportunities
Analyzing and integrating key insights into a cohesive brand narrative outlining the brand’s past, present, and future, reflecting the diverse perspectives from both organizations
Facilitating joint working sessions to align and prioritize LCM opportunities and refine the methodology and framework for opportunity identification, reconciling differences in strategic imperatives across organizations
Coordinating input across multiple functions within both organizations and ensuring comprehensive buy-in on the development and presentation of the forward-looking strategy
Refining the LCM framework, strategies, and prioritized opportunities from working session outputs to codify the aligned plan within the overarching brand resource
Ensuring alignment with medical, legal and compliance leads for joint adoption
In collaboration with the Commercial Insights Team, the Arya Consulting Team supported the competitor workshop designing and planning by:
Conducting secondary research to identify key insights around the competitor brand and product including the competitor’s capabilities, presence in the women’s health market and anticipated product profile
Reviewing the market and competitor data from secondary research and third-party venders to develop a competitor briefing packet to align participants on key company and product insights
Designing five cross-functional workshop sessions (virtual and hybrid, over the course of ~five days) centered around hypothesizing strategies for how the competitor can achieve likely product launch scenarios (crafted based on market research)
Facilitating workshop sessions to refine and align on the competitor product’s strengths & weaknesses and across the identified scenarios: ideate, align, and pressure-test competitor strategies and company counter-strategies
Identifying, capturing, and consolidating the workshop key insights and learnings across the hypothesized competitor product strategies and company product counter-strategies
Arya Consulting Partners supported the client by creating a value proposition focused on educating Health System Administrators and HCPs about the condition, its presentation, and impact on patients’ lives and the health system to help drive change through increased diagnosis.
Arya Consulting Partners conducted stakeholder interviews and secondary research to build a comprehensive, customer-facing resource that supported the field force’s engagements across various types of health systems
Reviewing and refining the detailed storyboard and customer-facing resources with Marketing, Medical, and Key Account Managers (KAMs) to ensure that it would support effective customer engagement
Supporting the Marketing team in conducting the Medical, Legal, and Regulatory review and approval process and refining as needed
Developing training materials to support the KAMs in effective utilizing the resources with customers
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