Brand Vision, Positioning, and Development Strategy for a Phase 2 Therapy

A fully-integrated midsize biopharma company had a key asset in phase 2 of development. Within 18 months, the company would need to determine whether to advance and commercialize the asset (and if so, how). To inform this effort, product leaders needed to more fully understand the market opportunity and the future market environment, identify opportunities to differentiate, determine the evidence required to support differentiation, and prepare a strategy for successful commercialization.

Our work consisted of three main components. First, we built an updated profile of the current and future market landscape. As a part of this effort, we outlined and assessed potential areas of differentiation in specific segments and populations. The second component involved developing several positioning strategy options and rationales, each with an overview of the scientific, clinical, and economic data that would be needed to support it. For the third phase of our work, we aligned with the client on a recommended brand vision / strategy and we outlined its implications. For the recommended strategy, we further developed cross-functional clinical, commercial, and market access plans, then helped facilitate their rollout.

As a result of our work, company leaders had a clear and well-defined roadmap to guide product development and strategic decision making. The client continued to rely on Blue Matter’s support to help advance this asset and others toward launch.