Launch Strategy for a Cardiovascular Asset Portfolio
The client, a growth health communications agency retained VectoRx to manage a significant pitch opportunity for a global pharma client's complex phase II/III portfolio launch, and initiate implementation of the subsequent win.
The client, a growth health communications agency had its largest ever pitch opportunity with a leader in the CVD space in global pharma. Its prospective client was seeking to introduce a groundbreaking cardiorenal portfolio comprising three innovative assets targeting significant unmet needs in the interconnected fields of cardiovascular and renal health, including chronic heart failure (CHF), diabetic kidney disease (DKD), and chronic kidney disease (CKD)-associated anemia. The challenge lay in developing a coherent launch strategy that not only highlighted the individual strengths of each asset but also built a unified portfolio narrative to establish leadership in the cardiorenal space. For the client agency, resource constraints and requirements for non-core expertise in the response meant turning to VectoRx to operationalize the pitch, bring the team along and create an enhanced competency base for future opportunities.
Challenge
- Diverse Development Stages: The assets were at different clinical trial phases, requiring a nuanced communication plan for each.
- Portfolio vs. Asset Positioning: Striking the right balance between presenting a cohesive portfolio narrative and emphasizing the unique value propositions of each asset.
- Competitive Environment: Bayer needed to differentiate its assets in a crowded space featuring high-profile competitors.
- Stakeholder Complexity: Engagement strategies had to address varied stakeholders, including healthcare professionals (HCPs), market access gatekeepers, investors, and patient advocacy groups.
- Global-Local Alignment: Ensuring the strategy resonated across international markets while adapting to local healthcare environments.
Solution
Through a partnership with the agency, VectoRx developed and implemented a robust, multidimensional, pitch-winning launch strategy for its client's cardiorenal portfolio. The strategy focused on integrating scientific credibility with compelling market narratives to engage diverse stakeholders effectively.
1. Strategic Positioning and Messaging
- Portfolio-Level Positioning: Developed a cohesive narrative emphasizing the innovation in addressing interconnected cardiovascular and renal health challenges.
- Asset-Level Differentiation: Highlighted the unique mechanisms of action (MoAs) and clinical benefits of the assets:
- A next-generation mineralocorticoid receptor antagonist targeting organ protection.
- A novel soluble guanylate cyclase stimulator for CHF patients with recurrent hospitalizations.
- A hypoxia-inducible factor prolyl hydroxylase inhibitor for CKD anemia management.
- Ensured messaging consistency while tailoring the approach to specific audiences, from HCPs to policymakers.
2. Stakeholder Engagement and Insight Integration
- KOL Collaboration: Partnered with globally recognized experts to validate and amplify the portfolio's scientific credibility.
- Market Access Focus: Incorporated health technology assessment (HTA) priorities and real-world evidence (RWE) into the messaging to address payers' and policymakers' needs.
- Patient Advocacy: Integrated patient-centric narratives to resonate with advocacy groups and foster broader public awareness.
3. Tactical Execution
- Scientific Platform Development: Created a foundational scientific platform for each asset, ensuring a clear and evidence-based communication strategy.
- Omnichannel Rollout: Leveraged digital, print, and event-based channels to disseminate tailored messages across stakeholder groups.
- Congress and Publication Strategy: Delivered impactful presentations and publications at key congresses, such as the American Heart Association (AHA), to maximize visibility.
4. Risk Mitigation and Competitive Analysis
- Scenario Planning: Anticipated potential risks, such as late-stage clinical trial failure, and developed contingency plans to protect the portfolio narrative.
- Competitor Benchmarking: Analyzed competitive assets like Entresto to ensure Bayer’s assets were positioned as first-in-class or best-in-class alternatives.
Results
- Pitch Win: The agency, with VectoRx leading development and delivery, won its pitch with the client and built a base for ongoing business wins.
- Strategic Impact: The launch strategy successfully positioned the agency's new as a leader in the emerging cardiorenal field, reinforcing its innovative approach to interconnected health challenges.
- Stakeholder Engagement: Achieved high levels of engagement across diverse audiences, with KOLs and HCPs recognizing the scientific rigour behind the portfolio.
- Market Preparedness: Developed a replicable framework for future asset launches within the new client's portfolio.
- Competitive Advantage: Differentiated the agency's clients assets effectively, despite a challenging competitive landscape.
- Enduring Skillsets: Agency client developed a more robust and holistic approach to managing game-changing pitch opportunities.
Key Takeaways
- Holistic Strategy: Combining asset-specific messaging with a unified portfolio narrative created a compelling case for the agency's client's leadership in the cardiorenal space.
- Stakeholder-Centric Approach: Tailoring the strategy to meet the needs of diverse stakeholders ensured broad-based buy-in and enthusiasm.
- Agility and Precision: Adapting to the assets' development timelines and competitive pressures ensured the strategy’s relevance and impact.
Conclusion
This project exemplified the power of integrated strategic planning and execution in a complex therapeutic area. By aligning scientific, commercial, and stakeholder priorities, VectoRx helped the agency and its global client establish a robust foundation for the success of its cardiorenal portfolio - paving the way for future innovations in cardiovascular and renal health.
