Managing a product range in a crowded immunology market

Our client had a range of three immunology products in an exceptionally busy UK marketplace. They sought to better understand the decision-making process in the disease area and requested to set up a panel of experts that would advise them to how to differentiate their offering in a crowded market.

We recruited a panel of experts from a multidisciplinary background, including both payers and clinicians, and conducting one-on-one interviews to assess decision-making processes in the disease area. Six panel meetings and an internal workshop were carried out to test and refine the client’s strategy on how to differentiate their products.

Our client now understands why and when their customer base will choose a particular product, and has reacted accordingly to build a unique value narrative that allows them to achieve a more profitable balance between their portfolio and their competitors. Additionally, the client’s senior leadership team has developed a closer and more productive relationship with key clinical and commissioning leads.