GLP-1 Portfolio Repositioning

Problem

Repositioning a Diabetes Franchise for Long-Term Success

A pharmaceutical company needed to reposition its GLP-1 portfolio to ensure continued market access and pave the way for new product launches. This was particularly challenging due to an existing product’s looming loss of exclusivity (LOE). The company required a strategic approach to maintain access to its GLP-1 products and support the launch of new treatments in both the diabetes and obesity markets.

Approach

Integrated Strategy for Market Access and Stakeholder Engagement

To address these challenges, our team developed a comprehensive three-pronged approach to ensure the long-term success of the GLP-1 portfolio:

Establishing New Portfolio Messaging

Created cohesive and compelling messaging that repositioned the GLP-1 portfolio, highlighting its value and differentiating it from competitors to maintain market interest and access

Collaboration with Brand Marketing Agencies

Partnered with brand marketing agencies to ensure consistent and aligned communication across all channels, reinforcing the new messaging and maintaining brand integrity

Development of Support Tools and Resources

Designed and built tools and resources to equip account teams with the necessary information and strategies to effectively engage payers and other stakeholders, supporting ongoing access and new product introductions

Engaging Payers with Tailored Strategies

Implemented tailored engagement strategies to enhance collaboration with payers, focusing on demonstrating the value and efficacy of the GLP-1 products in both diabetes and obesity treatments

Results

Solidifying Market Leadership and Successful Product Launches

The strategic repositioning of the GLP-1 portfolio led to impactful and measurable outcomes, demonstrating the effectiveness of this comprehensive approach:

Established Open Access for GLP-1 Products

Successfully maintained open access for the GLP-1 products, ensuring they remained available to patients despite the LOE challenges

Supported Successful New Product Launches

Facilitated the successful introduction of new treatments in the diabetes and obesity markets, leveraging the repositioned portfolio to create a strong market presence

Enhanced Payer Engagement and Collaboration

Improved engagement and collaboration with payers, ensuring they were well-informed about the GLP-1 products

Maintained Market Leadership

Reinforced the company’s position as a market leader in the diabetes and obesity sectors, fostering long-term success and growth

This case study highlights the importance of strategic repositioning in maintaining market access and supporting new product launches. Our team offers guidance and support for professionals looking to apply these insights in navigating complex market dynamics and achieving sustained success. Fill out the contact form below to get in touch with our experts.

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