Client Context
A rare disease biopharma company preparing to launch a new product across multiple indications needed to define and align effective communications for both HCPs and caregivers.
The Business Challenge
With two distinct but related indications and multiple stakeholder audiences, the team faced complexity in determining which value propositions, messages, and creative approaches would resonate most. Internal perspectives evolved rapidly as the organization scaled, creating risk of fragmentation across teams, indications, and audiences. Without a consistent, evidence-based foundation, pre-launch communications risked lacking coherence and impact.
Capabilities Applied
- MarComm Testing & Optimization
- Rare Disease Commercial Strategy
- Qualitative Market Research
- Cross-Stakeholder Insight Integration
- Pre-Launch & Launch Strategy Support
Approach
HawkPartners led a comprehensive marcomm testing program spanning both indications and audiences, engaging HCPs and caregivers – in place of patients, given the conditions – to iteratively refine messaging, positioning, and creative execution. We built an integrated learning agenda that allowed insights to translate across each indication, identifying where communications could be unified versus tailored. Acting as a consistent strategic partner, we synthesized findings over time into clear principles and guidance, helping the team stay aligned as strategy and materials evolved.
Impact
The work created a cohesive, cross-indication communication strategy grounded in real customer insight, reducing fragmentation as the team scaled and prepared for launch. Shared learnings across HCP and caregiver audiences enabled more efficient development of materials, while clarifying where differentiation was critical. By serving as a consistent voice throughout the pre-launch period, the program helped maintain alignment and continuity across a growing organization. The result was a more confident, customer-centered launch approach, contributing to strong early execution and momentum leading into the company’s subsequent acquisition.
