“How should we prepare and react to a significant competitor clinical data release in HIV in terms of both product and portfolio strategy?”

Our client was the Global Commercial HIV team of a top-10 biopharmaceutical company, established as world-leaders in the intensively competitive HIV market. Mindful of the pressures to maintain their leadership position with a key competitor read-out approaching, they wanted to proactively prepare for different scenarios that would inform their reactive messaging and positioning strategy.

The Approach

We designed and delivered a series of 3 strategic workshops with our clients extended team to drive awareness of the challenges, inform potential scenarios, develop the core team messaging options and react to the eventual data release.

These sessions were informed by targeted secondary and primary research with HIV KOLs across the US and Europe to get timely on-the-ground insight into how physicians were interpreting key data releases as they happened.

By understanding the internal dynamics of a large group of over 30 senior stakeholders across five markets, we were able to elevate our clients’ internal influence and impact on this project.

The Impact

By taking a cross-functional and collaborative approach, we added value not only the content of our insights but also the process of involving key stakeholders and working through potential strategies over several months. This resulted in the marketing leads in Global and affiliates being fully-equipped with the relevant data and core messaging, but also feeling empowered and accountable to apply these strategies in their own markets.

“A huge thank you to the Eradigm team. The workshop was incredibly well organizedand very well executed. You brought outside expertise and perspective, and actively facilitated the discussion to challenge our internal thinking. We have already received lots of positive feedback!” Director Global Commercial Strategy HIV