Client Context
A commercial-stage biotech company needed a trusted strategy partner as they launched their first asset, received a second indication for the asset, pushed for continued growth, and considered business development opportunities to extend their portfolio.
The Business Challenge
As the team entered a crowded therapeutic space with their first indication, they needed market insights to guide their launch strategy. As they looked to pivot to a second indication with completely different specialists and patient population, they needed to be thoughtful and targeted in the second launch to preserve resources on a lean team.
The team also looked to expand their portfolio and needed a strategic partner to vet acquisition opportunities.
Capabilities Applied
- Pre-launch demand analysis
- Ongoing awareness/trial/usage tracking
- MarComm exploration/testing
- Market exploration research shaping portfolio expansion strategy
Approach
In essence, HawkPartners became an extension of the client team, working with the team through key strategic decisions and gathering the insights needed to make these decisions. HawkPartners grounded in our Healthcare 360 perspective, keeping patient, provider, and payer perspectives in mind at all times. Before kicking off customer research, HawkPartners facilitated working sessions with the leadership team to develop early positioning territories and create the first stages of marketing/communications collateral. HawkPartners teams also conducted demand assessment research as the team prepared for its product launches and established ongoing awareness/trial/usage tracking capabilities to measure launch success and subsequent growth. Simultaneously, HawkPartners served as the team’s strategic partner as they developed and tested marcomm resources for both HCPs and Patients. Additionally, as the team looked to expand its portfolio, an agile HawkPartners team conducted rapid market exploration research to assess potential opportunities for asset acquisitions.
Impact
HawkPartners established a solid foundation for future successful product launches grounded in multi-stakeholder insights, leading to consistent, ongoing expansion of the client’s assets. HawkPartners reframed the team’s strategy for ongoing expansion after launch in both indications, shifting emphasis to access strategy (which emerged as a key barrier based on the research) and messaging centered on HCPs and Patients re-thinking the current treatment paradigm. The team also gained a stronger foundation and roadmap for their acquisition strategy as they look to expand their portfolio.
