Bigger than brand: Portfolio Positioning for Pharma
Senior Consultant Jenna Earl talks us through the three most important things to understand about portfolio positioning in pharma.
Strategic
Planning is a core capability at Blue Latitude. We work across many
different therapy areas, helping our clients to position, launch, and support
their brands through the full product lifecycle. For many years, Pharma have reduced the impact of loss of
exclusivity (LOE) by launching alternative molecules to treat the same
condition. Whilst the commercial intention of this is to maximise the value
gained from a therapy area, the execution of a portfolio strategy can impact
this if done poorly. With Pharma in the midst of a patent cliff, portfolios
of treatments are becoming more and more common, and the need for a clear
co-positioning strategy has never been greater.
A large client of ours recently approached us to understand
how they could maximise the value of their gastroenterology portfolio. For
several years, they had been focused on supporting one blockbuster brand with
great success. However, with the impact of LOE fast approaching, it was vital
that they widen their view to consider other brands in the pipeline, and how
the portfolio would deliver value as a whole.
Senior
Consultant Jenna Earl talks us through the three most important things to
understand about portfolio positioning in pharma.
1. Position the portfolio as a whole – collaboration trumps competition
When you have a portfolio that includes multiple
brands with overlapping patient groups, positioning requires an
additional dimension; positioning of the portfolio as well as of the individual
brands. If portfolio brands are positioned in a silo, it creates unnecessary competition
between the brands, and ultimately, creates confusion for prescribers and
payers. ...
Lori Lush, Head of Fishawack Medical, reveals why she’s driven to tell impactful scientific stories, the benefits of cross-functional collaboration, and the trends she predicts for the next five years. Blue Latitude Health
The recent development of several COVID-19 vaccines has placed medical research firmly in the spotlight, highlighting public confusion and misinformation about clinical trials. Patient advocate, Trishna Bharadia reveals what the life sciences industry can do to rebuild trust. Blue Latitude Health
Generating data for drug launches is a challenging process. In rare diseases, with small patient populations and high unmet need, evidence generation is even more complex. Consultant Sarah Poole and Senior Consultant Craig Moore explore the benefits of using real-world evidence and the common pitfalls life science companies should avoid. Blue Latitude Health
We all know that finding and treating cancer early saves lives. During the COVID-19 pandemic, oncology treatments paused while cancer continued to spread. So, what has been the impact of this lost time for patients? Blue Latitude Health
Our creative approach at Fishawack Health is Affective Creativity. Creative crafted to make deep, motivating connections with our target audience. We tap into psychology and combine that with creative craft and expertise and to deliver powerful, engaging work on a conscious as well as a subconscious level. Blue Latitude Health