Designing a portfolio wide GTM model to support upcoming oncology launch

The challenge

A global pharma client looking to design a new GtM model for an ambitious upcoming oncology launch, enlisted Putnam’s expertise in developing an optimal launch strategy.

Considering a new oncology product positioned within the broader portfolio, the client sought to formulate a GtM strategy that positioned the new launch for maximum success, while also considering the need and resources for the broader portfolio.

Our solution

We evaluated the client knowledge base of the disease area and patient journey across real-world data (RWD) and primary market insights. Our experts organized these insights within an opportunity assessment framework and identified key knowledge gaps. We also conducted qualitative HCP research to complete the assessment.

Analog / Benchmark Assessment

• Studied in depth launch strategies of suitable analogs to gain a market-wide view of industry best practices on field-force sizing, organization design, deployment timelines, & engagement tactics

Portfolio Optimization

• Optimized current field-force configurations and sizing to account for the varying business needs of the launch product vs. in-line brands

P&L Implications

• Analyzed financial implications of top line and bottom line based on different scenarios

High Level Deployment Plan

• Developed high-level deployment plan aligned to key launch objectives

The results

Our go-to-market / customer engagement strategy provided the client with a clear, benchmark-backed GtM recommendation for optimal field force configuration, sizing, and P&L implications to position themselves for a successful upcoming launch, while balancing the financial and resourcing requirements of their established in-line business