First-in-Class Therapy Launch

Capabilities:
Medical, Market Access, Activation Strategy, Brand Strategy, Creative

Problem

Launching a First-in-Class Therapy in a Competitive Market

A start-up biotech company aimed to launch its first product in an orphan-disease state, facing the challenge of building a comprehensive campaign that addressed multiple stakeholders. The company needed to effectively communicate the value of its new treatment to ensure access and uptake while navigating a competitive and complex environment.

Approach

Comprehensive Strategy for Stakeholder Engagement and Market Access

To address these challenges, our team developed an integrated strategy focused on effective communication and engagement:

Comprehensive Asset Development

Designed over 60 assets tailored for HCP and payer audiences, ensuring consistent and impactful communication across all channels

Digital Formulary Kit

Created a digital formulary kit that clearly articulated the value proposition of the new treatment, helping payers understand its benefits and justify its inclusion

Market-Shaping Presentation

Developed educational campaigns and presentations to raise awareness among HCPs and payers about the disease and new treatment

Efficient Approval Processes

Established a medical review process that facilitated rapid approvals, ensuring timely dissemination of accurate and compliant information

Results

Driving Market Share and Growth through Integrated Efforts

The brand was launched successfully and continues to grow partly based on the seamless integration of branded and unbranded efforts.

Successful Market Introduction

Established a strong market presence for the new treatment, meeting unmet medical needs and gaining acceptance among HCPs and payers

Enhanced Engagement

Fostered high levels of engagement with HCPs, patients, and payers through targeted campaigns and comprehensive educational materials

Rapid Approval and Uptake

Facilitated rapid approval and uptake of the new treatment through an effective medical review process and strategic communication efforts

Ongoing Financial Impact

A merger with a large pharmaceutical company was recently announced with unanimous approval from both companies’ boards

This case study highlights the transformative impact of an integrated digital strategy in launching a first-in-class therapy. For professionals looking to apply these insights, our team offers guidance and support to enhance market access, drive stakeholder engagement, and achieve successful product launches. Fill out the contact form below to get in touch with our experts.

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