A Global Life Sciences Company Seeks the Formula for Defending a Market-Leading Product

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A Global Life Sciences Company Seeks the Formula for Defending a Market-Leading Product

CASE STUDY

A GLOBAL LIFE SCIENCES COMPANY SEEKS THE FORMULA FOR DEFENDING A MARKET-LEADING PRODUCT WWW.FULD.COM

Why Choose Fuld?

We’re running neck and neck with our competition, and there’s a new competitor coming into the market next year, so it’s a very critical time for us. The competitive and market intelligence that Fuld + Company has provided is vital for us – we are really quite dependent on it. I can’t say it any other way.

− Gastroenterology Director from the company

Client Testimonial

http://www.fuld.com/


Company Overview

A global diversified life sciences company needed to protect its market share for a market-leading gastro-intestinal drug. With the product facing patent expiry in Europe and five competitors capable of producing a similar or substitute product, Fuld + Company provided competitive and market intelligence that will enable the company to defend the product franchise from current competitors as well as future, novel products.

The Best Defense



The Competition Intensifies Key Business Challenges

In the past, the company had been extremely proactive in its efforts to defend the product’s market share and to protect the intellectual property (IP) the drug represented. As the patent expiration date approached, the environment grew even more competitive. The company needed more than ever to secure best-in-class intelligence on potential competitors and to enhance its early warning systems about developments in the drug’s market space.



Three-Dimensional Chess Key Business Challenges

Because the drug was marketed globally its market share could be threatened in any of several countries around the world in a variety of ways by different kinds of competitors – from producers of similar drugs to companies seeking to create new drugs. This competitive complexity required the company to be prepared with a range of responses – geographically, operationally, and strategically.



The Devil is in the Details The Fuld Approach

Fuld + Company designed and executed a competitive intelligence and market monitoring operation that enabled the company to: • Understand the marketing strategy of their competitors in Europe • Identify and assess key messages around product positioning • Obtain details on competitors’ marketing and sales partnerships • Follow the progress of competitors’ clinical trials • Understand competitors’ regulatory filing strategies • Understand their manufacturing capacities



Ready to go on Offense Key Business Impact

With detailed competitive intelligence in hand and ongoing market monitoring over the course of a year, the company was positioned to: • Assess the likely return on investment (ROI) on future life cycle management

initiatives for the product • Fine-tune marketing messages and sales efforts • Consider possible R&D efforts to protect the drug’s market • Take swift legal action in the event of possible encroachment on the

company’s IP



This Just In The Fuld Review

Continuous market monitoring works best when information flows freely in both directions between Fuld + Company and the client, as it did in this case. Working as team, the client and Fuld were able to provide each other with incoming data from the field as it became available. When our alert system picked up any ‘breaking news’ on competitors we were able to quickly pass it on. By the same token, information coming into the client was passed quickly to us so that we could act immediately to verify or refute it. The quality of competitive intelligence and market monitoring is of course critical, but consistent, timely, two-way communication can often mean the difference between merely a good result and a great result that enables smart strategic thinking without delay.

Relevant Sources Dedicated Analysts Monitored Alerts Reports

(Daily/Weekly/Monthly) Improved Decision

Making



Think a similar solution could work for your organization?

CONTACT US fuld.com/solutions


http://bit.ly/contact-LS



NORTH AMERICA

Global US Headquarters 131 Oliver Street , 3rd Floor | Boston, MA 02110 | USA | +1 617 492 5900

EUROPE London: 20 Conduit Street | London W1S 2XW | United Kingdom | +44 (0) 7659 6999

ASIA PACIFIC Manila: 3402 One Corporate Centre | Julia Vargas cor. Meralco Ave. | Ortigas Center, Pasig City | Philippines | +63 (0) 706 3292

About Fuld + Company

WHO WE ARE

Since 1979 Fuld + Company have pioneered competitive intelligence, and today we work with leading companies worldwide to deliver the competitive and market insights they need to make better business decisions. We don’t rest on our history and past successes. This means working hard to deliver uncompromising analysis that generates sound advice and earns us enduring partnerships with our clients.

WHY CHOOSE US

We are driven to expose our clients to insights about their industry, their competition and a changing market; designed to help avoid surprises and industry shocks. Through deep research, penetrating analysis and strategic gaming + advisory expertise, our team of professionals help you identify and solve tactical and strategic challenges. We help reduce the risks associated with business-critical decision making.

COMPETITIVE + MARKET INTELLIGENCE

Competitive + Brand Insights

War Games / Competitive Simulations

Market Analysis, Share + Sizing

Supply Chain Mapping

GO-TO-MARKET STRATEGY

Brand + Product Positioning / Launch Support

Product Portfolio Roadmap

New Market Entry / Segmentation

Value Chain Analysis

Life Cycle Management

Win / Loss Bid Support

CORPORATE STRATEGIC PLANNING

Early Warning + Scenario Planning

Sales Force Effectiveness

Merger/Acquisition + Licensing

Innovation Strategy

Business Model / Industry Convergence



http://www.fuld.com/services/




Health & Medicine

A Global Life Sciences Company Seeks the Formula for Defending a Market-Leading Product