Client: Pharmaceuticals Manufacturer
Service: Competitor Intelligence
Geography: Germany, France, UK, Italy
Problem & Objective
Our client was planning a major product launch in four major European markets. It wanted to understand how its competitors used Medical Education to prepare the market during the pre-launch period. It intended to use the learnings for the product launch and to share them with other brand teams.
The Challenge
The competition did not publicise their pre-launch strategies. Intelligentsia’s researchers had to elicit the information from the competitors’ current and former marketing and medical education personnel, their marketing partners, and healthcare professionals.
The Resolution
The research uncovered the pre-launch medical education programmes the competitors were using to build clinical support for their brands. These were documented to inform the planning for the upcoming major product launch and were communicated to other brands.
Importantly, during our research we discovered that one of the competitors had advance intelligence of our client’s product launch. The competitor planned to spoil the launch by taking the key therapy area opinion leaders to an international scientific event during the launch window. Intelligentsia provided our client with the date, location and attendees of the planned spoiler scientific event.
The Result
Following Intelligentsia’s warning, our client tightened security and brought forward its product launch. The competitor was caught by surprise. Its event went ahead but failed to spoil the launch.
