1. GO-TO-MARKET STRATEGY
Identifying levers for successful market entry and product uptake
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DEVELOPME
DEVELOPMENT LAUNCH
DEVELOPING ACTIONABLE STRATEGIES FOR COMMERCIALIZATION
Benchmarking and Competitive Surveillance Market Development
Across companies, therapeutic areas, products, customer segments We will work with you to categorize and understand the market
or other relevant attributes, we evaluate the decisions and actions needs, identify opportunities to educate about the solution you are
others have taken, and provide our recommendations. You’ll gain a bringing to market, and assess important 3rd parties and thought
context within which to evaluate your plans for market entry. leaders who will be critical to generating awareness and uptake.
Stakeholder Insights KPI Tracking and Analysis
Using current research methodologies, we gather the key Considering the leading and key performance indicators for your
understandings and insights. These help you to confirm the product or commercial initiative, we work closely with your team to
impact of market drivers, define your positioning and key message organize and track progress against goals in an intuitive and user-
elements, assess your value proposition, pressure test your planning friendly format. We then analyze the trends so that you can maintain
assumptions, and project your impact. your plans or course correct.
Our consultants operate globally; our head offices are located in:
UK 119 Farringdon Road, London EC1R 3DA | +44 (0)20 7675 7000
US 52 Vanderbilt Avenue, 7th Floor, New York, NY 10017 | +1 (212) 686 7400 info@datamonitorconsulting.com
Japan 7th Kotakudo GINZA Building, 5-14-5, Ginza, Chuo, Tokyo 104-0061 | +81 (0)3 5148 7910 www.datamonitorconsulting.com

2. RESULTS IN PRACTICE: HOW WE’VE HELPED OTHERS
OUR EXPERTISE
Our team has a proven track record for helping clients to launch products into established and developing categories, target new customer bases
and optimize cross-channel marketing and promotions. In addition to our extensive pharmaceutical and biotech strategy experience, we have
access to a market-leading proprietary network of syndicated reports, research and analysis that inform our strategic recommendations.
INTRODUCING A NEW CLASS EVALUATING BENCHMARKS FOR LAUNCH
The Issue The Issue
An established market leader looked to introduce A Top Ten pharma company asked us to support
a Phase III, first-in-class medicine into a their launch strategy for a pipeline fixed dose
crowded and fiercely competitive therapeutic combination (FDC) drug in the cardiovascular
category. They faced the issue of co-positioning market. As their first venture into this area, they
among their existing products, convincing sought best practices in FDC launch strategy
physicians and payers of the need for their new and to understand the impact of those strategies
medicine, and defining the appropriate patient on an FDC’s parent brands.
type who would benefit from a successful
product trial. The product’s scientific/clinical
platform had not been established in the
marketplace to support a potentially new and
different way to treat the disorder.
Our Approach Our Approach
Customer insights from multiple sources were Datamonitor Consulting provided robust research
required to determine how (and to what degree) and analysis of six relevant case studies of
to differentiate the MOA from others in the recent FDC launches to provide insights for the
category. The MOA needed to be linked to company’s launch team. Each case study included
product features that could benefit prescribers qualitative and quantitative insights on franchise
and specific patients. Starting with scientific goals and brand strategy, clinical and promotional
and clinical thought leaders, the key elements of strategies, pricing, and launch performance.
the product MOA were simplified into a scientific
Datamonitor Consulting:
‘reason to believe’. This was validated with rank-
and-file specialists in the field, and organized • Conducted in-depth customer interviews
in collaboration with an advertising agency and • Interrogated multiple sources of third-party
client copy review committee for communication prescription and promotional data
through disease state and product education. • Evaluated the competitive context
The Result The Result
Thought leaders who were active in the field now We delivered a comprehensive analysis of
shared a common understanding of the drug’s each FDC case study, and then integrated
scientific platform. A standard nomenclature best practices and performance data into a
for the class and product was introduced into ‘Launch Playbook’ to guide launch planning and
publications, in educational lectures and, execution.
ultimately, in customer-facing promotions.
Importantly, the company’s marketing and
sales personnel had a clear sense of how to
co-position their new medicine alongside its
incumbent products in the category.
Our consultants operate globally; our head offices are located in:
UK 119 Farringdon Road, London EC1R 3DA | +44 (0)20 7675 7000
US 52 Vanderbilt Avenue, 7th Floor, New York, NY 10017 | +1 (212) 686 7400 info@datamonitorconsulting.com
Japan 7th Kotakudo GINZA Building, 5-14-5, Ginza, Chuo, Tokyo 104-0061 | +81 (0)3 5148 7910 www.datamonitorconsulting.com