A multifaceted global engagement plan relaunches a leading drug to retain and grow its 40%+ market share

Vision

To successfully launch a new formulation of a market leading drug through close collaboration with health authorities, HCPs, patient groups, and media. And to retain and grow market share by switching existing patients over and opening up new markets.

Challenge

• Lack of internal/external communication around the new formulation negatively impacted the success of the first EU country launch and company reputation.
• Critical learnings emerged and needed evaluation, codification, and integration into the global and local launch plans and stakeholder engagement plans.

Solution

R+D Strategy and Portfolio Partners partnered with Genioo to assess the learnings and prepare for the launch across the rest of the EU and beyond. Together, over a period of 11 months we:

• Conducted an in-depth assessment of the first launch to pinpoint why and where the launch had not been fully successful and where significant improvements could be made.
• Facilitated a workshop with Commercial, R+D, Medical, Regulatory to co-create a launch plan and a pre and post-launch engagement blueprint to target critical audiences using a mix of live, influencer, digital, and social channels.
• Partnered with local teams to tailor the multi-stakeholder engagement blueprint to local launches.

• Collaborated with Marketing to develop robust social media and media monitoring tools to capture early indications of patient sentiment and adverse reactions. 

Impact

• Aligned global and local launch teams to deepen engagement with key influencers, HCPs, and patients, and to execute launch plans with confidence.
• Created an internal community connected digitally to advocate and communicate about the product and launch in real time.
• In just 11 months, we relaunched in over 20 EU countries to retaina market share of over 40% and open up global market access.