The Pharma 2.0 Winning System™
Four Ways to Win the
Pharma Market
Every Bernard Associates capability is a direct application of the Pharma 2.0 Winning System™ — proven across 300+ global product launch simulations in 60+ countries. Select a capability to explore it.
Next-Generation Competitive Simulations
Pharma 2.0
War Games
98%
Client Satisfaction Rate
96%
“Best War Game Ever”
Pharma 2.0 War Games are more realistic, customized, engaging, and actionable than traditional war games. They go beyond brand vs. brand to simulate the full competitive landscape — brand, franchise, portfolio, and corporate levels simultaneously.
Every simulation produces three concrete deliverables that drive real market outcomes: a Campaign Agenda, a Campaign Platform, and specific Winning Actions — incorporated directly into the marketing plan.
The Key Differences
Differences
Compare
Pharma 1.0 War Games
Traditional War Games
Pharma 2.0 War Games
Bernard Simulations™
Format / Levels
Brand Level Only
(Single Brand vs. Other Brands)
Multi-Level Competition
(Brand, Franchise, Portfolio, & Corporate)
Design
Standardized, Off-the-Shelf
Unique, Customized
Stakeholder Focus
Primarily Physicians, Patients, and Payers
Multiple Pharma 2.0 Opinion Leaders
(SOLs, KOLs, COLs, etc.)
Preparation
Large Competitive Overview Binder
Pharma 2.0 Articles · Concise Backgrounder ·
Prep Video Conferences · Pre-Simulation Templates
Senior Executive Participation
Rarely
Always
Key Deliverables
Only Competitive Insights
Competitive Insights + Campaign Agenda + Campaign Platform + Winning Actions
Specific Action Steps
No / Maybe
Always
Follow-up Action Planning
No / Maybe
Always
Incorporated into Marketing Plan
Rarely
Always
Timing
Imminent Launch or Imminent Threat only
Numerous — Launches, Brand Planning, Relaunches, Counter-Launches, etc.
Bernard Associates is ranked #1 in the world for pharma war games by pharmaceutical executives.
Get Your Product Elected
Product Launch 2.0
& Relaunch
Win the Pre-Launch years
In Pharma 2.0, winning starts 3-6 years priors to approval. Companies that wait until approval to begin their campaign are already behind. The Pre-Launch years are when the competitive narrative is formed, stakeholders are shaped, and market position is secured.
The Pharma 2.0 Difference
Launch 2.0 is a Pre-Launch, election-style campaign that builds organizational alignment, stakeholder support, and market momentum years before product approval — giving companies an insurmountable head start over competitors using Launch 1.0 tactics.
Featured Publication
The Seven Deadly Sins of Product Launches
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Important: Product Launch 2.0 Campaigning is NOT Pre-Launch Promotion. It is illegal to use any sales reps or brand promotions prior to the regulatory approval of a drug.
If you’re not campaigning and winning 3–6 years before approval, you’re already behind.
Don’t Give your competitors a free launch
Product
Counter-Launch 2.0
Preempt Rivals Before They Reach the Market
The most effective time to counter a competitive product is years before it reaches the market — not at launch, when awareness, promotion, and stakeholder support are already at their peak. By the time a competitor launches, much of the narrative has been set.
Bernard Associates has conducted more biopharmaceutical Counter-Launches than any other firm in the world.
Multifunctional alignment
Competitive Training 2.0 & Seminars
Train the Entire Team to Win
Bernard Associates delivers customized Pharma 2.0 training programs across every function, discipline, and market — building the organizational capability to execute the winning system.
25k+
Professionals trained globally
60+
Countries of operation
Featured Publication
Are You Trained to Compete and Win?
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Winning Workshops
Launch
Lessons
Lifecycle Stages Seminars
Customized Training
Fundamental Pharma 2.0 Training
Pharma 2.0 Launches
Pre-Launch / Launch Stage
Seminars / Workshops
Advanced Pharma 2.0 Training
Counter-Launches
Competitive / Mature Stage
Expert Presentations
Winning isn’t driven by sales alone – it’s driven by an aligned, trained, & competition-ready organization.
Build Your
Winning System.
Ready to apply Pharma 2.0 to your product, launch, or organization? Contact Bernard Associates to get started.