Healthcare and Lifesciences
Major pharma firm prioritized 7 SEA markets and projected INR 800 Crore launch revenue
09 Jul 2020
Context
Company Description: A major multinational & vertically integrated pharma company
Opportunity: The client intended to:
- Understand scope and size of the opportunity in each market
- Assess where to play, and where not to play along with key launch considerations
- Understand actions required to develop/acquire needed capabilities for the drug’s successful market launch
Our approach
Three phase approach for SEA market prioritization and launch strategy
Phase 1: Market prioritization: Country attractiveness assessment via SMR (Standard Mortality Ratio) & PMR (Proportionate Mortality Ratio) to adjudge pricing, market potential and market attractiveness
Phase 2: Development of Go-to-Market (GTM) model: For top 5-7 markets, we devised strategy & required tactics & initiatives. We also sketched out organizational roles & conducted high level FTE (Full Time Equivalent) analysis
Phase 3: Launch Roadmap and Sequencing: Developed launch sequence basis prioritization outcomes. Created launch roadmap to include high-level key activities, timeline & key responsibility holders along with overall governance structure for tracking purpose
Praxis value delivered
- End-to-end parameterization including markets, operating model, pricing and timeline of referred drug launch in new geographies
- Standard, adaptable prioritization framework for identification of attractive geographies
- Well-researched key growth factors & risks of new market entry
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