Pharmaceuticals

A large pharmaceutical marketer with a flagship, $500-million-per-year drug faced mounting competitive and market pressures that, if not managed proactively, could threaten the drug's profitability and position. SPG worked with the company to map competitive actions and analyze possible market responses. We introduced criteria for ranking market segments and identified specific steps for meeting short and long term competitive challenges. Armed with this information, our client adapted its pricing strategy in anticipation of changes in the competitive landscape, and provided its sales force with "tool kits" to help them identify and target high-profit segments and accounts. The new value-based pricing, supported by a sales force trained in value selling, earned the company millions per year in additional revenue before the drug went off patent.