How to Anticipate and
Outmaneuver Your Rivals: A
Case Study of Achieving
Advantage in Pharmaceuticals
A Complimentary Webi...
Cliff Kalb

Cliff Kalb is the President and Owner at C. Kalb and Associates, LLC.
and has four decades of experience in th...
Questions, Commentary & Content
α

α

α

α

The Intelligence Collaborative
http://IntelCollab.com #IntelCollab

Use the Qu...
Introduction

The Pharmaceutical Industry
 Long lead times
 Product life cycle

The Intelligence Collaborative
http://In...
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab

Powered by
Case History
Anticipating and Outmaneuvering Competition
Reaction
Action
Pre market
testing
Hypothesize
positioning
Analys...
 Ongoing tracking
Data
gathering

 Literature/published studies
 Professional medical meetings

The Intelligence Collab...
 Efficacy and safety data
Analysis

 Propose a professional label
 Build hypothetical label
 Identify anticipated prod...
Hypothesize
positioning

 Identify most likely source of post
marketing competitive advantage
 Build theoretical “USP”

...
Pre market
testing

 Create competitor’s selling story
 Convert story to sales aid
 Test sales aid with customers

The ...
Apply learning to marketed brand

Action

 Review original submission of
marketed brand for data on USP of
new brand
 De...
Reaction

Competitor’s response
 Observed revised strategy of
marketed brand
 Decided to submit new data to
alter launch...
Outcomes

 Competitor’s product launch was
delayed 18 - 24 months
 Marketed brand captured new
competitive position
 Ma...
Financial Benefits
Competitor’s
original planned
launch date

 Analysis conducted of how this
competitor performed in oth...
Thank you!
Now -- it’s time for some Q&A.
Cliff Kalb

Email: CKalb55205@aol.com

The Intelligence Collaborative is the onl...
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How to Anticipate and Outmaneuver Your Rivals: A Case Study of Achieving Advantage in Pharmaceuticals

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  • Ongoing tracking
    - Phase I (dosing)
    - Phase II (small scale trials - safety)
    - Phase III (large scale trials - safety & efficacy)
  • Professional label content:
    - Indications
    - Efficacy
    - Safety
    - Tolerability
    - Dosing frequency
    - Dosing forms
  • USP = unique selling proposition
    USP = Niche within broader market segment
  • Customers included specialists & GPs
  • Resubmission of data to alter positioning delayed launch creating opportunity for marketed brand
  • Transcript of "How to Anticipate and Outmaneuver Your Rivals: A Case Study of Achieving Advantage in Pharmaceuticals"

    1. 1. How to Anticipate and Outmaneuver Your Rivals: A Case Study of Achieving Advantage in Pharmaceuticals A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 22 January 2014 ~ featuring ~ Cliff Kalb The Intelligence Collaborative http://IntelCollab.com #IntelCollab Dr. Craig Fleisher Powered by
    2. 2. Cliff Kalb Cliff Kalb is the President and Owner at C. Kalb and Associates, LLC. and has four decades of experience in the pharmaceutical industry, both as a consumer and producer of intelligence. Cliff was formerly Senior Vice President with Wood Mackenzie’s Life Sciences Consultancy, and served as the Head of Strategic Business Analysis at Merck & Co, Inc., their global intelligence function. Mr. Kalb is Past President of both SCIP and PBIRG (Pharmaceutical Business Intelligence and Research Group) and earned their Lifetime Achievement Award. A SCIP Meritorious and Fellow award winner, he has been named as one of the top 100 most inspiring people in the pharmaceutical industry by Pharmavoice, and serves on the Advisory Board of Pharmaceutical Executive Magazine. Email: CKalb55205@aol.com The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve realworld business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    3. 3. Questions, Commentary & Content α α α α The Intelligence Collaborative http://IntelCollab.com #IntelCollab Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com. Powered by
    4. 4. Introduction The Pharmaceutical Industry  Long lead times  Product life cycle The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    5. 5. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    6. 6. Case History Anticipating and Outmaneuvering Competition Reaction Action Pre market testing Hypothesize positioning Analysis Data gathering The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    7. 7.  Ongoing tracking Data gathering  Literature/published studies  Professional medical meetings The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    8. 8.  Efficacy and safety data Analysis  Propose a professional label  Build hypothetical label  Identify anticipated product profile The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    9. 9. Hypothesize positioning  Identify most likely source of post marketing competitive advantage  Build theoretical “USP” The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    10. 10. Pre market testing  Create competitor’s selling story  Convert story to sales aid  Test sales aid with customers The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    11. 11. Apply learning to marketed brand Action  Review original submission of marketed brand for data on USP of new brand  Determine if USP could be applied to marketed brand  Apply learning and design sales tools to adjust positioning  Roll out new USP The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    12. 12. Reaction Competitor’s response  Observed revised strategy of marketed brand  Decided to submit new data to alter launch strategy  Submitted new clinical trials and supplemental application The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    13. 13. Outcomes  Competitor’s product launch was delayed 18 - 24 months  Marketed brand captured new competitive position  Market share and brand protected  Market share and brand grew The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    14. 14. Financial Benefits Competitor’s original planned launch date  Analysis conducted of how this competitor performed in other Rx fields in first 18 - 24 months post product launch $  Delay of competitor and required repositioning - worth $300-400 million in incremental global sales  Improved brand profitability due to better new positioning Marketed brand Competitor’s brand The Intelligence Collaborative http://IntelCollab.com #IntelCollab Time Powered by
    15. 15. Thank you! Now -- it’s time for some Q&A. Cliff Kalb Email: CKalb55205@aol.com The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve realworld business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by

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