Global positioning in crowded oncology market

We developed global positioning for a prostate cancer product reaching market five years after its main competitor, building internal excitement with an ‘above-competitor’ positioning and launch strategy.

Client challenges

  • ‘Me too product’ launching 5 years after main competitor.
  • There was a lack of buy-in amongst regional teams.
  • The product was launching across 4 indications over 5 years.
  • A multitude of changes were expected in the market through the launches.

Our approach

Primary research

We conducted qualitative interviews across regions with HCPs to discuss market drivers and expected changes.

We provided market development scenarios allowing positioning to be framed at the market level, not just within a class.

Iterative concept development

We enabled the strategy and insight teams to work collaboratively to ensure agility in iterative concept development and testing.

Consistent internal engagement
  • Market shaping workshop – encouraged regional involvement and buy-in to increase investment
  • Medical team positioning introduction – up-skilled medical team to understand nature and benefits of commercial positioning
  • Positioning refinement workshop – increased ownership of positioning approach locally, taking into consideration regional differences