Client Context
A first-time commercialization biotech had a successful launch, but as their product neared 1-year post-launch, concerns emerged over slowing growth.
The Business Challenge
In response, the team had leaned into additive behavior to stimulate growth, resulting in more initiatives but little unified focus. Now, within the organization, there were many diverse and divergent opinions about what to do to stimulate future growth, on top of an existing plan in place and several sources of market and customer insights. The team was concerned about upending plans in place in the market, but equally concerned about the ability of their current approach to get the brand to its fullest potential.
Capabilities Applied
- Situational assessment
- Streamlined focus and strategy adjustments to unlock future growth
- Organizational alignment and mobilization
Approach
HawkPartners provided a third-party situational assessment, simplifying the discussion down to the key areas that mattered. Out of the complexity of the situation, we quickly diagnosed the core issues and opportunities, and in partnership with the CCO, the head of marketing, and the head of operations, designed a plan to get to a plan. We brought heightened focus to the launch success in the population that was hardest to treat, alongside the lack of traction to date in other populations. Most importantly, we clearly characterized the barriers to be overcome for these other target patient populations that the team had yet to reach.
A simple horizon of growth framework was the unlock needed internally to align on which populations to invest in and when, so that the team could adjust the plan. We facilitated sessions with the broader cross-functional team to contribute additional understanding of the patient segments, their barriers, and how to unlock them. The outputs of the cross-functional work included blueprints of goals, metrics, and prioritized key initiatives for each segment and their barriers. In addition, we used the situational analysis to highlight areas to strengthen and clarify within the brand’s positioning.
Impact
The quality and simplicity of the situational analysis was a catalyst for swift alignment and decision-making that resulted in sharpened positioning, clarity around sources of growth, and updated prioritized strategic imperatives.
