Supporting a Product Repositioning for a Pharmaceutical Company
Clarkston Consulting recently executed a product repositioning for a pharmaceutical company. Read a synopsis of the project below or download the full case study.
Download the Product Repositioning for a Pharmaceutical Company Case Study Here
This mid-sized biopharmaceutical company is driving innovation in a groundbreaking class of medicines, focusing on addressing diseases with significant unmet needs. Over the past six years, it has transitioned from a pre-commercial stage to a multi-product global organization, experiencing rapid growth.
With several products already on the market and more in the pipeline, the company identified an opportunity to refine its product positioning. To better emphasize the unique differentiation of its offerings, the client sought to revamp its messaging strategy. This included a comprehensive redesign of product messaging and effective communication of these updates to both internal and external stakeholders.
A long-standing partner of Clarkston Consulting, the company enlisted Clarkston to support this product repositioning. A Commercial Project Manager from Clarkston was brought in to lead the project, ensuring seamless collaboration with cross-functional teams and driving the successful execution of the company’s new messaging strategy.
The project began with the establishment of four key workstreams, each with designated leads and team members. These workstreams were designed to focus on critical areas: aligning on the agenda for initiatives and three core product messages, developing resources for product material creation, communicating the repositioning strategy across the organization, and sharing the new positioning with external stakeholders.
Once the workstreams were defined, the leads crafted charters outlining their respective goals, deliverables, timelines, and activities, as well as specifying the scope of each initiative. Following this, individual kickoff meetings were held during which workstream goals were communicated and tasks were assigned based on team members’ expertise.
Over the subsequent months, the teams made significant strides: they developed a comprehensive guide to support the product repositioning, presented the refreshed messaging at company-wide meetings, and identified key external stakeholders to amplify the new narrative. The final deliverables included a complete implementation package, enabling continued efforts at strategic events such as key congresses. This project not only raised awareness internally and externally but also laid the groundwork for the company’s success in ushering in a new era of messaging going forward.
