Brand plan

We supported the French subsidiary of a leading healthcare company in the launch of a cell therapy. Our role was to accelerate the development of their marketing plan, from the definition of the business ambition to the operational roadmap.

Conducted in an agile manner to meet a tight timing challenge, the project involved a series of workshops with phases of analysis (SWOT, gap analysis, analysis of the French context, …), segmentation and prioritization of targets while integrating the strategic and tactical imperatives defined by global teams in order to create consensus within the multidisciplinary teams in the subsidiary (medical, marketing, market access, …).

We then helped our client to formalize a summary document to present a clear and argued vision of the brand strategy to the global team.

We assisted a pharmaceutical company in the development of its brand plan for the launch of a new treatment indicated for a rare disease.

After having collected all the internal information (practices, needs and expectations of prescribers, patient pathways, commercial perspectives, competition, market situation, budgets, etc.), we structured them to allow the co-construction of a complementary action plan aiming at reinforcing the tactical declinations already identified beforehand, in line with the strategic imperatives.

Through working sessions and iterations with our clients, we formalized a tailor-made document synthesizing the content of the brand strategy from the vision to the operational aspects of the activities (roadmap, tactics, indicators, etc.), serving as a presentation document for the management committee.

Our team supported a world leader in the pharmaceutical industry in the formalization and structuring of the brand strategies for its portfolio of 7 products.

Our role was to provide project management support for this annual exercise, based on a work already initiated by our client, to bring an external perspective and structure to the project, while ensuring the overall coherence across the portfolio of products.

The project was structured around several alignment sessions with the global teams and a personalized support for each brand lead, leading to the validation of each of the different product portfolio plans.

We supported the medical affairs department of a pharmaceutical company in defining its strategy and its operational implementation from a medical point of view for its product portfolio.

The objective of our project was to help our client to enrich and finalize the brand plans of its product portfolio by ensuring that its medical strategy was put forward. In order to do so, our team has first of all drawn up a state of the art of the in-scope pathology, then evaluated the therapeutic strategy of the latter, and investigated the competitive situation from a medical point of view.

Following our external analysis, we conducted several working sessions with our client’s medical/marketing/sales teams in order to define the subsidiary’s strategic imperatives based on the global ambitions, their tactical declinations and the associated implementation timelines.

Our team supported our client until the structuring and the written formalization of the final versions of its brand strategies, allowing the consolidation of all the elements before presenting them to the global teams.

We worked with the global teams of a pharmaceutical manufacturer to overhaul its brand plan preparation and updating process, in order to make it more accessible and implementable by the Subsidiaries and operational teams.

To do this, we identified the areas for improvement in the current process, as well as the teams’ best practices, and then built and formalised the new process. We relied on in-house interviews and the organisation of work sessions involving the various professions concerned at Global and Subsidiary level.

The project resulted in a more agile brand plan process between Global and Subsidiaries, with a clarification and simplification of the governance and updating schedule, as well as a review of the expected content.

We worked with the global teams of a pharmaceutical company to analyse how healthcare professionals perceive their products and brands and what their needs are in four key therapeutic areas in the main markets.

We conducted around twenty interviews with healthcare professionals relevant to each of the four therapeutic areas. This enabled us to understand their expectations of a pharmaceutical player, their unmet needs and the perception of our client’s products in relation to competitors in a given therapeutic area.

Our project enabled our client to adjust the positioning of their products according to better-defined customer segments, and to identify imperatives for their global brand strategies.

We supported the teams of a pharmaceutical company in France in their preparation for the launch of two CAR-T cell gene therapy products and in defining their brand plan.

Because of the novelty of these products, it was first of all a matter of challenging and building a shared vision in the team of the launch strategy for these products (medical, marketing, market access, etc.), over the course of several workshops.

The structuring of these ideas was then a key step in making this vision concrete and operational, and helped accelerate the formalization of the brand strategy co-constructed by all.

Alcimed assisted an American biopharmaceutical client in defining the launch strategy of its orphan drug in Europe, and then in structuring a concrete and operational brand plan, both at the level of the European region and at the level of each targeted country.

The launch plan is a roadmap for each of the company’s key functions (medical, marketing, production, regulatory, sales) and covers the period from pre-launch (before obtaining the MA – Marketing Authorization) to the first sales.

Today, our team is still involved in regularly updating the first plan defined with our client, according to internal or external developments around this orphan drug in several European countries.