Delivering cross-functional alignment behind a positioning strategy to outpace a competitor in tender markets


  • Global pharma company
  • Established product under threat from an aggressive competitor
  • Key local markets needed specific, focused intervention
  • Medical/commercial functions misaligned regarding the value proposition


  • Development of value proposition across cross-functional group comprising:
    • Clinical
    • Medical affairs
    • Commercial
    • Key affiliates
  • Facilitated cross functional discussions
  • Built integrated stakeholder plan
  • Key differential messaging developed for tailoring to priority stakeholders


  • Internal buy-in and alignment
  • Consistent messaging
  • Strategy for engaging stakeholders
  • Tactical plan for future activities
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