Major pharma firm prioritized 7 SEA markets and projected INR 800 Crore launch revenue
09 Jul 2020
1 min read
We assisted the client identify priority markets in South East Asia for the launch of next generation H2-blocker treatment of gastric ulcers. Deriving learnings from the drug’s success in EU5 markets and deploying our propriety two-pronged priority framework, we were able to shortlist the most attractive markets.
Context
Company Description: A major multinational & vertically integrated pharma company
Opportunity: The client intended to:
- Understand scope and size of the opportunity in each market
- Assess where to play, and where not to play along with key launch considerations
- Understand actions required to develop/acquire needed capabilities for the drug’s successful market launch
Our approach
Three phase approach for SEA market prioritization and launch strategy
Phase 1: Market prioritization: Country attractiveness assessment via SMR (Standard Mortality Ratio) & PMR (Proportionate Mortality Ratio) to adjudge pricing, market potential and market attractiveness
Phase 2: Development of Go-to-Market (GTM) model: For top 5-7 markets, we devised strategy & required tactics & initiatives. We also sketched out organizational roles & conducted high level FTE (Full Time Equivalent) analysis
Phase 3: Launch Roadmap and Sequencing: Developed launch sequence basis prioritization outcomes. Created launch roadmap to include high-level key activities, timeline & key responsibility holders along with overall governance structure for tracking purpose