PROJECTS
PREPARING FOR PATENT EXPIRY
The team responsible for a maturing asset in a European Pharma company was faced with the challenge of coordinating the development of a pan-European patent expiry plan to manage expected generic competition to a key formulation. Hansen Strategy initially worked with the team to develop a strong understanding of the likely generics company strategies that they would face and helped to model the likely impact on both the formulation under threat and the rest of the product range. We then supported the team through a series of workshops to explore the different local market environments that would evolve at patent expiry, prioritise tactics and develop coordinated action plans that maximised local success while minimising cross-market impact.
OPTIMIZING ESTABLISHED BRANDS
Hansen Strategy supported two established brands teams with different challenges: identifying investment opportunities for one brand, while optimising competitive strategy for another. For the first brand, we worked both centrally with a global established brands team and locally with key growth markets to identify potential lifecycle management ideas, and then coordinated a pre-workshop process to validate and refine options with technical, medical and regulatory teams. We then designed and facilitated a workshop process to drive cross-market and cross-functional alignment on 3-5 priority programs that were put forward to management for business case approval. For the second brand, Hansen Strategy designed and developed a competitor simulation program for a team of brand managers from across the globe to develop a pressure test competitor strategy for a key established brand, facing up against both inter- and intra-molecular competition.
COMPETITOR SIMULATION FOR BRAND LAUNCH
The brand team responsible for the launch of a new brand sought to pressure test its existing messaging platform and go-to-market plan in the face of likely competition. Hansen Strategy supported the team with the preparation, design facilitation and reporting of a competitor simulation program, tailored to a cross-market audience facing different competitive environments and four key competitors. We supported an in-house team with the development of suitable pre-reading and workshop materials designed to provide the best intelligence base for decision making. The workshop design was tailored to specific needs of the team, and we provided training and guidance to support facilitators to ensure the meeting ran smoothly. The end result was the development of prioritised and tailored counter-messaging and tactical platforms that each country could evolve to their specific competitive environment for launch.