Customer in licenses inhalable combination anti asthmatic. Needs to prelaunch with no head count increase and no therapeutic area experience. Code of ethics dictates no communications from non medical staff until registered. Aggressive sales forecast. Time is of essence as original manufacturer is pre-launching simultaneously.

Critical issues

Heavily compounded market. Customer no experience in therapeutic area. The compound is a mature formulation with a novel delivery system

The commercial solution

Build prelaunch dedicated medical affairs team, medical brand plan strategy and incorporate a Quality of Life study for new patients switching.

Results

SOV increase with GP’s and pulmonologists from bench mark 6% to 73% by launch date (9months). Captured market share of 47% within 4 months