A Commercial Brand Lead identified the need to investigate feasible brand protection options for a major oncology brand that was approaching Loss of Exclusivity (LOE). Significant changes to market share and brand positioning were anticipated due to in-class competitor brands and generic entries, as well as new pipeline launches. There was a need to develop global strategies to defend future, differentiated positioning.
Vynamic interviewed Global, Regional, and Affiliates in order to identify critical drivers, barriers, and attitudes towards lifecycle management. Vynamic then facilitated a workshop to assess strategic options and map high-level readiness plans with positioning, timelines, resources, and KPIs. Vynamic also prioritized country-specific and global-level activities to distinguish the brand using a proprietary diagnostic tool.
- A global strategic plan including positioning, competitive differentiation, prioritized brand protection options, and implementation plans.
- Alignment with the senior leadership team throughout the project to support the development and execution.