LIFECYCLE MANAGEMENT
LCM PROCESS OPTIMIZATION AND TRAINING
Almost every company has internal examples of good LCM, but very few have harnessed that expertise across each and every brand. Two factors are critical to the creation of excellence in lifecycle management within a company: the development of effective internal processes for brand assessment, option ideation, prioritisation and business case development, and building the internal expertise to navigate such processes to superior outcomes.
Hansen Strategy has supported the development of LCM processes from early stage R&D through to managing established brands and can bring experience, expertise and understanding to help adapt processes to the needs of different organisational structures. In addition, Neal Hansen is an expert trainer in Lifecycle Management, delivering both in-house and public courses, including C.EL.forPharma, to support skills and expertise development across the organisation.
PREPARING FOR PATENT EXPIRY
Patent expiry can seem like the end of the world for many brand teams, but in reality it is simply the transition point from one business model to another, replacing the exclusively inter-molecular competitive environment with one that now includes generics. Preparing for this evolution is critical, from modelling what will happen once generics launch, to creating strategies and tactics to maximise brand success and targeting the organisation to where it can effectively compete.
Hansen Strategy works with teams both pre- and peri-patent expiry to support the development of pan-market and local tactical plans to drive success, building from a deep understanding of both developmental and commercial strategies that can support and optimise success. From pricing to generic strategies, formulation and packaging differentiation and beyond, Hansen Strategy’s patent expiry planning programs seek to deliver tailored country-level plans that ensure seamless transition to the Established Brands world.
BRAND LCM PLANNING
Developing the right lifecycle management plan for a brand at whatever stage of its product lifecycle requires strong market intelligence, the ‘right’ set of options, cross functional and cross-territory alignment and the creation of a business plan that can support an investment decision. Maintaining a strong LCM plan requires a strong corporate memory, deep understanding of changing stakeholder and competitor drivers and the ability to drive cross functional alignment for the need for evolution or revolution of the LCM plan.
Hansen Strategy has established processes and programs to support each stage of the brand LCM process from mining the corporate memory to option ideation, prioritisation and action planning. Bringing expertise and experience, Hansen Strategy can support both the development and pressure testing of LCM strategy at all stages of the product lifecycle to deliver superior results.
OPTIMIZING ESTABLISHED BRANDS
Mature, established, foundation, cornerstone…all names given to an increasingly important portfolio of brands that pharma has traditionally deprioritised. In today’s world, these portfolios are often the key to success in growth markets and a critically important driver or cash flow for the development engine. Yet despite this importance, Pharma is for the most part still failing to develop portfolio strategies that meet the needs of very different competitive environments.
Hansen Strategy supports Established Brands teams with portfolio optimisation and brand strategy, from prioritising assets that could benefit from active lifecycle management to working with local teams in growth markets to identify valuable growth opportunities for their mature assets.