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case studies

Marketing and sales integration for a landmark rare disease launch

2/29/2024

An established pharmaceutical company required a launch plan for an oral formulation of an ALS product and sales force training, amid a race to be first to market.

Situation

After 4+ years on the market with an IV infusion product for ALS, our client prepared for the launch of an oral option in this rare disease space. The salesforce needed to be aligned and fully trained on the new formulation and to be able to expertly identify customers who would embrace the new product immediately. Timing on this project was imperative as a competitive oral option was expected to enter the market within the quarter.

Solution

Our embedded consultant formed a working group of sales leaders and developed an extensive plan that could be implemented upon product approval. Combining forces with our Marketing experts, we led efforts cross-functionally (with support from medical and legal) to develop new messaging for the oral formulation.

Together, we coordinated a live launch plan, including touchpoints with sales designed to transition as many IV customers to oral formulation effective as soon as the product was available. This included customer-facing tactics that leveraged local thought leaders, driving peer-to-peer sharing.

 

 

Success

An efficient plan and seamless execution led to a successful and timely launch, exceeding internal expectations. To date, the product continues to lead the market in customer experience even with newer competitive entries.

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