Hematologic Rare Disease Customer-Facing Team Design

A large, global pharma company needed to define and roll out go-to-market model (GTM) options to support the launch of two upcoming rare hematology products which are fit-for-purpose to support market-specific needs across the EU5, Brazil, China and Canada.

Our team conducted primary and secondary research to understand the current and future landscape. We summarized key market considerations per therapy area to influence the model archetype. Next, we conducted a cross-functional sprint with selected global and market-level team members to 1) align on the go-to-market (GTM) strategic objectives per therapy area; 2) develop high-level GTM model options and 3) define market archetypes. We then prioritized GTM model options based on select considerations including impact on the broader hematology franchise, estimated the level of investment required, and estimated impact on existing stakeholder relationships. Finally, we clearly defined the required global and affiliate level roles including key responsibilities, governance structure, and the number of FTEs required.

The Global Hematology team had a prioritized go-to-market model tailored based on disease-specific and market-level considerations related to the anticipated launches of two rare disease assets including market archetype strategies, customer-facing roles, and internal governance structure.