Challenge
The objective was to establish and deliver a clear value proposition to maximise product differentiation in an increasingly competitive market ahead of launch. Consolidation of siloed regional and functional team strategies was required to identify, prioritise and address the key evidence gaps, and build a single roadmap for success.
Solution
An integrated evidence-generation plan was created, informed by internal multi-stakeholder insight gathering, a robust gap analysis exercise and a cross-functional workshop. The proposed plan was then shared with external advisors and community representatives to validate and fine-tune priorities.
Outcome
Community insights into treatment needs, access and reimbursement in key markets provided clear direction on value drivers and differentiation opportunities. The single integrated evidence-generation plan ensured cross-functional alignment and buy-in, and led to four planned studies being modified and five new data analyses being commissioned.