We helped our client, a world-leading biopharmaceutical company, prepare their brand strategy pre- and post-LOE
The Opportunity:
“How do we maintain a foothold in the haematology field with multiple generic entries to the market and our own loss-of-exclusivity (LOE) fast approaching?”
The client wanted to develop a set of strategic approaches to prepare for their brand’s upcoming LOE. Eradigm developed an LOE playbook to ensure country-affiliate alignment on approaches and further provided regular updates on evolving market dynamics.
Our Approach:
Eradigm partnered with global- and country-affiliate haematology business unit leads. Through consulting these business unit leads, together with other medical and payer experts throughout the field, we managed to develop a strategic playbook that could be leveraged by all country subsidiaries.
Through primary and secondary research, Eradigm created archetypes for 6 key markets, identifying their differentiating characteristics to tailor global strategies to each affiliate country. This playbook identified the optimal strategy to mitigate the brand’s LOE to ensure uninterrupted patient access and prolonged market share.
The final deliverable provided the relevant country stakeholders with a summary of strategic recommendations to support the development of the optimal value protection strategy.
The Impact:
The project helped to establish a unified plan of action for country affiliates to implement as part of a comprehensive pre-LOE strategic approach. The in-depth secondary and primary research with HCPs and payers across the key markets led the team to obtain actionable insights into the competitive landscape which allowed the successful creation of an extensive and tailored playbook outlining effective strategies to mitigate product LOE. This project built on Eradigm’s specialist knowledge in value protection strategies, marrying with the specificities of tailoring to brand team strategies for successful implementation at a country level.
