Challenge
Brand X faced significant challenges during its launch due to a crowded market with over a dozen established biologic competitors for treating moderate-to-severe plaque psoriasis. Compounding this challenge were multiple FDA delays, leading to a market entry 2 years later than planned. These delays allowed competitors to pre-seed the market, posing a threat to the brand’s successful entry into the market.
Solution
Despite facing obstacles such as market saturation and FDA delays, the team seized the opportunity to refine the strategic approach, enhance creativity and strengthen clinical data to ensure a successful launch. Leveraging data-driven intelligence, the team targeted HCPs most likely to prescribe, demonstrated real-world efficacy and generated buzz with remarkable patient results.
Strategic scenario planning and meticulous preparation led to a flawless launch during Q4, with over 40 materials finalised, submitted and released within a dynamic 10-day window.
Outcome
High volume of new patient starts positioned the brand as a powerful new player in the category.