Evaluating Launch Strategies for New Generation Drugs: Insights from Industry Experts

CHALLENGE

Our client, a global strategy consulting firm, sought to understand the launch strategies for a new generation drug that either matches or extends the indications of its predecessor. The objective was to identify the success factors for launching such drugs, drawing from the experiences of major pharmaceutical companies across various therapeutic areas. The focus was on gathering insights from professionals who have been directly involved in the launch strategy for next-generation products, such as product strategy managers, brand leads, franchise leads, and portfolio managers. Key areas of interest included launch strategies, success factors for transitioning from first to second-generation products, and the associated risks and opportunities, including patient retention, product differentiation, and pricing challenges.

BTHT APPROACH

To address this project's needs, our team provided experts who have hands-on experience with launching next-generation drugs. Our pipeline of experts involved:

• Global Brand Directors
• Vice Presidents & General Managers
• Senior Directors

These experts were chosen for their extensive experience in the pharmaceutical industry, and in particular next-generation drugs. BTHT scheduled and attended a series of in-depth interviews for the client with the experts, to explore what elements were crucial for the success or failure of these partnerships, while avoiding detailed content-specific discussions.

OUTCOME

The expert consultations provided valuable insights into the launch strategies for next-generation drugs. By discussing the experiences of industry leaders, the client identified critical success factors and potential challenges in transitioning from first to second-generation products. This enabled our client to develop informed strategies for launching their new generation drug, addressing key issues such as patient retention, product differentiation, and pricing, while capitalizing on opportunities for a successful market entry.