Developing a portfolio strategy
A pharmaceutical company was facing several challenges in one of their key therapeutic areas. Their key pain management product was due to lose exclusivity and at the same time two new products were due to be launched. The company asked Vintura to develop a mid-term portfolio strategy for their pain management products.
Several initiatives for each product
Working closely with key internal stakeholders, we identified the key value drivers for each product in terms of maintaining or growing the top-line. We also set up a strategic project agenda for 2004-2005. We implemented three to five EMEA initiatives for each product, which involved either maintaining revenues after loss of exclusivity or bringing forward the product launches. We provided program management and took ownership of the implementation of all the initiatives across EMEA.
We were able to put a strategic program in place, taking full ownership of the design and implementation of all the product initiatives across EMEA. We successfully executed a Late Life Cycle Management (LLCM) strategy to maintain a cumulative value of more than €500 million topline. We identified market potential and developed an entry strategy for the two new drugs, as well as actions to achieve peak sales more rapidly.