A US rare disease team faced a significant competitive challenge for their product treating a rare genetic disorder, and needed a complete situational analysis and competitive strategy to manage this future competitive threat successfully. The global market was growing at 9.7% per annum and estimated to be valued at $3.1 billion by 2025 due to improvements in patient diagnosis and a major new product launch.
The team included 35 field based rare disease representatives supported by a medical team and managers.
Through a series of cross-functional working sessions, the US core team reviewed the competitor profile, their market performance, account by account risks, external situational analysis and assessed the threat of the new competitor from multiple functional perspectives.
Uptake Strategies supported with strategic and project management, creating a detailed competitive analysis, designing and facilitating working sessions and providing strategic and operational recommendations over a 9-month period.
The new competitor has yet to launch in the US market in April 2021. The US brand is fully on track per performance expectations and the core and field-based teams are ready to manage the future competitor launch.
Uptake Strategies helped this US biotech company with the following:
encouraged ‘uptake of performance expectations’
increased ‘uptake of core and field-based teams’ and ability to manage the competition