From Underdogs
To Launch Ready
From Underdogs to Launch Ready
Our client was poised to introduce a groundbreaking cell therapy to the market, but beneath the surface of standard launch preparations lay a more fundamental issue: wavering confidence across their global and local teams.
With just months before their make-or-break product launch, the organization faced the daunting task of challenging established drug therapies that dominated the first-line treatment landscape.
Despite the innovative nature of their therapy, several critical barriers stood in their way:
- The team lacked consensus on the needs, behaviors, and decision factors of key stakeholders in the treatment journey.
- The answer to 'Why us over established therapies?' remained fragmented and unconvincing.
- Key messages and targeting approaches varied across functions and regions.
- They needed to build conviction and alignment across a group of 100 stakeholders—and fast.
How We Brought Clarity
We identified the ambiguous problems blocking progress and transformed them into actionable solutions:
- Did a deep dive with stakeholders that uncovered critical gaps in customer needs and competitive positioning.
- Built a framework that showed what made them different. This helped everyone see which decisions mattered most and gave them a new way to tell their story.
- We facilitated a series of high-impact collaborative virtual and in-person sessions that aligned the team around a big 'aha realization' that would help them take more share than initially thought possible.
Our Impact
- Uncovered a differentiated pathway to enter the market that allowed them to bend the curve and deliver more in first year of launch way ahead of even upside.
- Internal confidence metrics showed a dramatic shift—from hesitation to certainty—in teams' ability to articulate their value proposition to even the most skeptical clinicians.
- Aligned all customer-facing functions around a consistent targeting approach and messaging framework, eliminating previous cross-functional disconnects.
"We started this process with fundamental questions about our ability to challenge established players. The investment in building alignment wasn't just about launch strategy—it was about creating a shared belief in our therapy's value. Now our teams don't just have a plan; they have conviction."
— Global Marketing Leader
"Initially, I questioned whether this effort was worth pulling our global teams away from their day-to-day launch preparation. Looking back, it was the best decision we made. What we gained wasn't just alignment on paper—it was genuine conviction across regions and functions."
— Global Medical Affairs