Situation
- Global pharma company
- Established product under threat from an aggressive competitor
- Key local markets needed specific, focused intervention
- Medical/commercial functions misaligned regarding the value proposition
Actions
- Development of value proposition across cross-functional group comprising:
- Clinical
- Medical affairs
- Commercial
- Key affiliates
- Facilitated cross functional discussions
- Built integrated stakeholder plan
- Key differential messaging developed for tailoring to priority stakeholders
Results
- Internal buy-in and alignment
- Consistent messaging
- Strategy for engaging stakeholders
- Tactical plan for future activities