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Pharmaceutical Market: Global Market Strategic Assessment

· Situation
A major multi-national pharmaceutical company needed to assess the most appropriate global “go to market” strategy for a product in its final stages of development.

· Challenges
The development timeline was accelerated, the scope of project was global, and the responsible brand management position was not yet filled.

· Assistance Provided
An in-depth market assessment was conducted with key customers and local company personnel in six (6) European countries, Latin America, Japan and North America. Global and individual strategies and marketing plans were developed for the new product taking into full consideration its interdependent relationship with two other key company products.

· Outcome/Client Assessment
The executive management team overwhelmingly approved the Strategic Marketing Plan. The turn-key, step-by-step format enabled the company to fully implement the plan for a very successful global launch. 12 months post-launch, key management personnel were very complimentary of the “flawless” launch and the ongoing activities that were “right on target.”

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