A Global Life Sciences Company Seeks the Formula for Defending a Market-Leading Product

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A Global Life
Sciences Company
Seeks the Formula
for Defending a
Market-Leading
Product
CASE STUDY

A GLOBAL LIFE SCIENCES COMPANY SEEKS THE FORMULA FOR DEFENDING A MARKET-LEADING PRODUCT WWW.FULD.COM
Why Choose Fuld?
We’re running neck and neck with our competition,
and there’s a new competitor coming into the market
next year, so it’s a very critical time for us. The
competitive and market intelligence that Fuld +
Company has provided is vital for us – we are really
quite dependent on it. I can’t say it any other way.
− Gastroenterology Director from the company
Client Testimonial

Company Overview
A global diversified life sciences company
needed to protect its market share for a
market-leading gastro-intestinal drug. With the
product facing patent expiry in Europe and
five competitors capable of producing a
similar or substitute product, Fuld + Company
provided competitive and market intelligence
that will enable the company to defend the
product franchise from current competitors as
well as future, novel products.
The Best Defense

The Competition Intensifies
Key Business Challenges
In the past, the company had been extremely proactive in its
efforts to defend the product’s market share and to protect
the intellectual property (IP) the drug represented. As the
patent expiration date approached, the environment grew
even more competitive. The company needed more than
ever to secure best-in-class intelligence on potential
competitors and to enhance its early warning systems about
developments in the drug’s market space.

Three-Dimensional Chess
Key Business Challenges
Because the drug was marketed globally its market share could be threatened in
any of several countries around the world in a variety of ways by different kinds of
competitors – from producers of similar drugs to companies seeking to create new
drugs. This competitive complexity required the company to be prepared with a
range of responses – geographically, operationally, and strategically.

The Devil is in the Details
The Fuld Approach
Fuld + Company designed and executed a competitive intelligence and market
monitoring operation that enabled the company to:
• Understand the marketing strategy of their competitors in Europe
• Identify and assess key messages around product positioning
• Obtain details on competitors’ marketing and sales partnerships
• Follow the progress of competitors’ clinical trials
• Understand competitors’ regulatory filing strategies
• Understand their manufacturing capacities

Ready to go on Offense
Key Business Impact
With detailed competitive intelligence in hand and ongoing market monitoring
over the course of a year, the company was positioned to:
• Assess the likely return on investment (ROI) on future life cycle management
initiatives for the product
• Fine-tune marketing messages and sales efforts
• Consider possible R&D efforts to protect the drug’s market
• Take swift legal action in the event of possible encroachment on the
company’s IP

This Just In
The Fuld Review
Continuous market monitoring works best when information flows freely in
both directions between Fuld + Company and the client, as it did in this case.
Working as team, the client and Fuld were able to provide each other with
incoming data from the field as it became available. When our alert system
picked up any ‘breaking news’ on competitors we were able to quickly pass it
on. By the same token, information coming into the client was passed quickly
to us so that we could act immediately to verify or refute it. The quality of
competitive intelligence and market monitoring is of course critical, but
consistent, timely, two-way communication can often mean the difference
between merely a good result and a great result that enables smart strategic
thinking without delay.
Relevant Sources Dedicated Analysts Monitored Alerts
Reports
(Daily/Weekly/Monthly)
Improved Decision
Making

Think a similar solution could
work for your organization?
CONTACT US
fuld.com/solutions

NORTH
AMERICA
Global US Headquarters
131 Oliver Street , 3rd Floor | Boston, MA 02110 | USA |  +1 617 492 5900
EUROPE London: 20 Conduit Street | London W1S 2XW | United Kingdom |  +44 (0) 7659 6999
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About Fuld + Company
WHO WE ARE
Since 1979 Fuld + Company have pioneered competitive
intelligence, and today we work with leading companies
worldwide to deliver the competitive and market insights they
need to make better business decisions. We don’t rest on our
history and past successes. This means working hard to
deliver uncompromising analysis that generates sound advice
and earns us enduring partnerships with our clients.
WHY CHOOSE US
We are driven to expose our clients to insights about their
industry, their competition and a changing market; designed
to help avoid surprises and industry shocks. Through deep
research, penetrating analysis and strategic gaming + advisory
expertise, our team of professionals help you identify and
solve tactical and strategic challenges. We help reduce the
risks associated with business-critical decision making.
COMPETITIVE + MARKET INTELLIGENCE
Competitive + Brand Insights
War Games / Competitive Simulations
Market Analysis, Share + Sizing
Supply Chain Mapping
GO-TO-MARKET STRATEGY
Brand + Product Positioning / Launch Support
Product Portfolio Roadmap
New Market Entry / Segmentation
Value Chain Analysis
Life Cycle Management
Win / Loss Bid Support
CORPORATE STRATEGIC PLANNING
Early Warning + Scenario Planning
Sales Force Effectiveness
Merger/Acquisition + Licensing
Innovation Strategy
Business Model / Industry Convergence

A Global Life Sciences Company Seeks the Formula for Defending a Market-Leading Product

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A Global Life Sciences Company Seeks the Formula for Defending a Market-Leading Product