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
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