What We've Done

Case Studies

Geolocating patients
with rare diseases

Launching a novel
compound in CNS

Accelerating launch
readiness for
simultaneous launches

Mergers and acquisitions:
go or no-go

Breaking through in
a crowded market
to become a
category leader

Digital
transformation

GEOLOCATING PATIENTS WITH RARE DISEASES

SITUATION

A CNS orphan disease drug manufacturer was looking to improve patient acquisition during the pandemic by utilizing novel multichannel tools.

ACTION

BW Consulting utilized proprietary data to identify HCPs at the time of diagnosis. A series of emails were deployed within 2 days of the diagnosis and staggered on a weekly basis.

RESULT

Email open
rate was

4x

Industry norm

Click-through
rate was

8x

Industry norm

In one case, a pediatric nephrologist engaged through email

14x

over a 5-month span during a time when there was no rep access

LAUNCHING A NOVEL COMPOUND IN CNS

SITUATION

A small biotech firm is launching an innovative product in the CNS space. The plan was to incorporate push-and-pull strategies and identify potential launch-planning gaps while developing a commercial plan and brand vision.

ACTION

A blueprint for commercial launch planning was developed and included an executive summary, situation analysis, brand ladder positioning, brand strategy, strategic imperatives, behavioral objectives, and a launch readiness assessment. A workshop with launch teams produced brand vision statements.

RESULT

Launch activities accelerated

By identifying and prioritizing key gaps, launch activities were accelerated and the client was on track to meet its launch excellence milestones. The prelaunch strategy has been reassessed to better prepare both HCPs and patients with market-shaping strategies.

ACCELERATING LAUNCH READINESS FOR SIMULTANEOUS LAUNCHES

SITUATION

A top-3 biotech manufacturer was looking to pressure-test its launch activities and identify gaps for 2 products simultaneously launching in the cardiovascular space. Already behind schedule, management was concerned it wasn’t prepared to meet aggressive launch milestones.

ACTION

Developed: launch diagnostic heat map
Identified: gaps in key areas
Implemented: new processes and best practices
Formed: Product Launch Center of Excellence

RESULT

Blockbuster status

Both products launched on time, and 1 surpassed

$1 billion in sales

MERGERS AND ACQUISITIONS — GO OR NO-GO

SITUATION

A pharma holding company considered acquiring a biotech manufacturer with a novel oncology formulation. The client looked to assess the product’s attributes and positioning against SOC from a payer’s perspective and evaluate pricing and formulary expectations to make a go/no-go decision.

ACTION

Through a combination of qualitative and quantitative market research of payers responsible for over 200 million lives, leveraging conjoint analysis, we evaluated the product and compared it to existing SOC.

RESULT

No-go

We found that payer response was lukewarm because the product did not differ dramatically from the SOC, and a 30% reduction in price would be required to make the product available. The holding company opted against making the acquisition.

BREAKING THROUGH IN A CROWDED MARKET TO BECOME A CATEGORY LEADER

SITUATION

The client was launching an ADHD product in a highly competitive space that included branded and generic options. The challenges were to identify the differentiating feature, establish brand presence, and grow and lead without overspending.

ACTION

Slight points of differentiation were established, and brand strategy was developed through research and deep customer insights. A foothold in the crowded category was created using a novel high-tech/high-touch approach and expanded via a patient-centric strategy.

RESULT

The product became a category leader.

$2 billion in sales surpassed

The client at launch owned a niche of the market and gradually expanded its reach using new clinical data: severity of symptoms, subpopulation data, and new indications.

DIGITAL TRANSFORMATION

SITUATION

After successfully launching a pair of orphan drugs, the client accelerated its marketing efforts with a multichannel approach but looked to evaluate multichannel closed-loop marketing (MCLM) solutions to assist with brand decision-making across the enterprise.

ACTION

A comprehensive MCLM strategy was generated through several endeavors, including the development of a business case and road map, implementation of a digital content style guide, and definition of a multichannel content development strategy.

RESULT

The organization cut its time to market of promotional materials nearly in half, from 6 months to a little over 3 months. Rep effectiveness improved significantly.

Message recall
increased

82%

Targeting
improved

87%

Our Clients

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