Competitive Strategy Planning Case Study
Simulation workshop to prepare for competitive strategy and messaging for a new AML drug
The Situation
- Client was preparing the launch of a potentially best-in-class drug for AML
- Market landscape was shifting rapidly with breakthrough data from a competitor’s Phase III data
The Ask
- Client wished to delineate the competitive scenarios of treatment regimen development in AML, sharpen competitive messages to compete in this increasingly fragmented market, and develop cross-functional consensus
The Actions
1
Initiated Project
- Identified project participants and roles
- Identified key sources of information and materials
- Scheduled required meetings
- Collected and reviewed company materials
2
Developed Workshop Plan and Materials
- Worked with company to finalize workshop agenda and logistics
- Generated trial-outcomes scenarios
- Conducted secondary research
- Developed materials for workshop and pre-meeting session
3
Conducted Pre-Workshop Session
- Conducted virtual meeting to review:
- Objectives and scope of workshop
- Roles and responsibilities
- Background on Disease
- Company and competitor supported trials
4
Facilitated Workshop
- Conducted workshop
- Aligned on key points of differentiation for therapies
- Designed potential messages and strategies
- Refined drug positioning and messaging strategy
5
Synthesized Workshop Findings
- Synthesized and reviewed outputs from workshop
- Develop final report:
- SWOT analysis and differentiation
- Threat assessment
- Strategies and messages to defend DRUG against competitors
The Impact
Developed real time competitive data mapping and treatment regimen adoption scenarios as pre-read to the workshop
Facilitated cross-functional interactive workshop over two days with global team participation, generating dynamic discussion on scenarios, counter measures, and key messages for the brand
Consolidated key learnings during the workshop and organized debrief with client team to solidify and reaffirm key takeaways
Representative Deliverables
Competitor Backgrounders
Workshop Pre-reads
Workshop Materials
Workshop Output
