Product Strategy

Deallus provides clients with strategic support across all the key elements of new product planning, product launch, uptake, maturity and loss of exclusivity. We develop evidence based recommendations as to where resources and investments should be focused in order for our clients to successfully convert market opportunities and achieve a sustainable competitive advantage.

Brand Strategy Support

Issue:

  • Our client needed support in developing the optimal strategy for their Rheumatoid Arthritis product in an emerging market, that was being out-performed by 2 key competitors. This included recommendations for Sales Force Optimization.

Solution:

  • Deallus was able to characterize the drivers behind the competitors’ successful sales force strategies and promotional mix. After combining this with an internal analysis of the client’s sales and promotional activities in the target market, we then translated the insights into an ROI forecast model and recommended detailed investments, resulting in a change of strategy.

Issue:

  • Our client required a strong understanding of the digital marketing strategies used by competitors to enhance their online communication, customer relationships and strengthen the brand awareness for their orphan disease asset.

Solution:

  • Deallus benchmarked the digital strategy of key in-market competitors in terms of digital outreach and share of voice across 10 European markets, assessing current and future market dynamics and trends within regional digital strategies, providing recommendations as to the areas of investment the clients should focus on in order to remain competitive.

Launch Support

Issue:

  • Our client was launching a 2nd to market product into a mature and highly competitive marketplace, requiring a compelling brand positioning and value story in order to ensure a successful launch and commercialization across Europe.

Solution:

  • Deallus designed and facilitated a competitive simulation workshop in which a cross functional team defined the brand positioning and messaging in light of anticipated in-market competitor responses, identifying and prioritizing the key market initiatives and tactics required for success.

Strategic Market Access

Issue:

  • Our client needed to understand the pricing strategies for biosimilar assets within markets where most notable sales cannibalization of the client’s originator drug had occurred.

Solution:

  • Deallus identified and developed a comprehensive analysis of the drivers underlying the pricing strategy of a series of biosimilars. This included analysis of the unique external market dynamics within the key territories and, in addition, the influence of internal considerations for each of the competitors based upon their global and regional commercial strategic priorities and capabilities. This enabled the development of specific and impactful reactive pricing strategies. The model was adaptable in order that biosimilar pricing patterns in immature markets could also be predicted with greater accuracy.

Issue:

  • With no prior experience in the launch of expanded access programmes (EAPs) or named patient programmes (NPPs), our client sought support in order to develop a rational pricing strategy for their pre-launch initiative.

Solution:

  • Deallus enabled their client to maximise profits and patient access by providing insights into the strategic considerations of competitors when initiating EAPs for other similarly innovative products. The evidence gathered enabled robust conclusions and recommendations to be made, ultimately, providing the client with confidence and the basis for their first successful EAP.

New Market Entry

Issue:

  • As Pharma continues to explore the growing opportunities in Emerging Markets, the landscape that they encounter becomes more diverse. Our client required guidance in understanding how to ‘access’ the emerging markets and to take their products from the point of approval to actual use.

Solution:

  • Deallus provided a strategic roadmap to drive access and uptake in a number of Emerging Markets based upon a comprehensive analysis of the regulatory process (including pricing & reimbursement), patient flow, competitive landscape and key stakeholders.

Life Cycle Management Strategies

Issue:

  • In an increasingly pressured macroeconomic environment our client wanted to expand market share across Europe in a mature marketplace defined by reformulation strategies and generic erosion.

Solution:

  • Deallus developed a full business case for possible opportunities within extended indications which the client could pursue in order to capture additional market share.

Issue:

  • Our client sought to develop strategies in order to prepare for launch of generic formulations of a competitor’s market leading compound, by gaining insight into generic manufacturers’ ambitions in terms of formulation and launch timelines, the impact on prescribing behaviour and renewed clinical guidance based on economic implications of generic market entrants.

Solution:

  • Deallus conducted a full market evaluation allowing for the characterization of 4 distinct scenarios which provided the platform for a strategic workshop allowing for the development of contingency lifecycle plans to support the client’s brand until 2015.