Portfolio co-positioning within a therapeutic area
Situation: Our client was launching a new product that would compete in the same category as the company’s well-established incumbent product. The client faced a challenge in how to co-position the products in order to maximize long-run portfolio success.
CRA contribution: In understanding the needs of different patient and physician segments, CRA developed co-positioning platforms and analyzed the economics for each, thus providing insight into the best strategy to maximize long-term portfolio value.
- Delivered an innovative management solutions to payer customers
- Encouraged payers to focus on greatest opportunities for cost savings rather than short-term gains from higher rebates