New product line extension for an established brand seeking
to enter a multi-source market to re-capture market share.
A multinational pharmaceutical company was launching
a product line extension of one of the most widely-used and
well-known products in pharmaceutical history. Management recognized
that transferring this brand equity to the line extension would
require understanding the key success factors for accelerating
launch adoption. An assessment of competitive threats, pricing
strategy, product access issues, and the impact of limited sales
force support on marketing and promotion plans would be required
to determine the commercial feasibility of the line extension.
To understand what elements of the line extension
value proposition have the greatest impact on the commercial
potential of the product among major Stakeholders, given the
difficult competitive environment facing the product in 2005.
ISA utilized commercial development expertise
to create a comprehensive understanding of the future landscape
for the new line extension. We
assessed commercial feasibility through market scenarios
that defined the likely prescriber, patient, payer, and competitive
responses to the line extension. Through primary and secondary
research in reimbursement and payer adjudication, we qualified
the influence of existing brand awareness and co-positioning
with the original brand. We analyzed the willingness of various
patient segments to acquire the line extension and also explored
trademark registration and brand naming.
After evaluating research findings, ISA established
a value proposition that would drive commercial success for
the product and created an operations plan which would accelerate
product adoption. This plan is now being utilized as the commercial
launch plan. Example
Results
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