Situation

Top 10 global pharma launching into new neurologic therapeutic area with injectable biologic.

Approach

Pharma 2.0 Launch War Game; strategy expanded target market from 12% to majority share.

Result

Became global market leader and standard of care; described by CEO as the most successful launch in company history.

Situation

Failed Pharma 1.0 launch into the highly competitive immunology market.

Approach

Pharma 2.0 Relaunch focused on a simple three-word Campaign Agenda.

Result

Sales tripled within 6 months; incremental sales increased 37% per year, adding $6.5B annually.

Situation

New biotech establishing the company and its novel product portfolio prior to product approvals.

Approach

Portfolio Pharma 2.0 War Game to position multiple brands, the franchise, and the entire portfolio all with the same Campaign Agenda.

Result

Achieved full organizational alignment around a two-word Campaign Agenda with consistent messaging across all functions, communications, and media channels.

Situation

Major infectious disease competitor launching expected to capture 40% market share.

Approach

Pre-Launch Pharma 2.0 Counter-Launch strategy and execution.

Result

Competitor achieved only 4% market share and withdrew the product.

Situation

New vaccine entering entrenched market requiring change in physician behavior.

Approach

Pre-Launch election-style Pharma 2.0 campaign.

Result

Global market leader; over $2B in first-year sales. CEO called it “the best pediatric vaccine launch in history”

Situation

Brand stuck in third place after failed launch in Irritable Bowel Disease.

Approach

Pharma 2.0 Relaunch strategy focused on playing a game only the company could win by creating a new space.

Result

U.S. sales increased by $600M annually; brand became market leader.