Services: Strategy

Business Challenge

Facing the upcoming launch of a competitive product, a global healthcare company required a strategy to preserve market share while thwarting its competitors launch.  Key strategy elements included marketing tools to influence medical opinion leaders, selling tactics for the sales force, and overall updated positioning of the incumbent product.

Approach

Using our Strategy Gameplanner approach, we suggested several launch and positioning scenarios the competitor may employ and then developed counterstrategies for each.  Next we vetted both the competitors and our clients strategies with several panels of key opinion leaders and customers to gauge their responses and potential effectiveness.  This real-world feedback was then integrated into our clients strategies.  Finally, we developed a list of intelligence indicators to signal which product launch strategy the competitor would use, thereby providing our client the maximum amount of time possible to execute its own pre-tested strategy.

Results

As a result of our effort, prior to competitive product launch, our client was able to provide its sales force with pre-emptive selling-points.  This powerful tactic proactively positioned our clients product against the competitors and significantly deflated their launch. In addition, our client was able to develop a strategy for communicating with key opinion leaders to build awareness of the benefits of the incumbent product and of the potential limitations of the soon-to-be launch competitive product.  Overall, the Strategy Gameplanner undercut the effectiveness of many of the competitors major selling points and protected our clients leadership position.