Challenge
- Emerging anti-infective company launching a novel antibiotic with limited external recognition.
- Entering a crowded market with established players and generics prioritised 1st line.
- Access and policy varied by key markets; global direction needed across diverse situations.
- Organisational barriers (integrations, misaligned processes, supply chain, limited resources).
- Required a tailored, cross-functional Integrated Brand Plan (not “one size fits all”).
Solution
- Aligned cross-functional strategy via a positioning workshop informed by full landscape review.
- Defined patient pathways and segment sizing with input from priority EU markets.
- Ran multi-competitor war-gaming to pressure-test positioning and clarify differentiators.
- Built stakeholder engagement and focused go-to-market plan; delivered Global Integrated Brand Plan with resourcing/capability recommendations.
Outcome
- Differentiated brand strategy underpinned by strong clinical insight and competitive testing.
- Clear scientific narrative aligned to strategy and evidence generation.
- Ongoing insight generation and stakeholder engagement plans across pre-launch.
- Omni-channel communication and partnership model articulating patient value; enabled launch readiness in priority markets.