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Challenge/Opportunity

With generic entry on the horizon, affiliates needed clear, evidence-based guidance to maximise profitability across the product lifecycle. The objective was to support informed decisions on omnichannel investment and resource allocation, grounded in local market realities.

Strategy

  • Develop market-specific go-to-market (GTM) scenarios based on operational and financial data
  • Equip affiliates with models to evaluate trade-offs between omnichannel intensity, promotional effort, and cost-efficiency
  • Align planning with both top-line opportunity and bottom-line sustainability

Tactics

  1. Insight gathering – Collected affiliate-level inputs including expected generic entry, 5-year P&L baselines, market growth trends, customer segmentation, and engagement infrastructure
  2. Scenario development – Designed five GTM models ranging from fully digital to in-field hybrid approaches, each with corresponding cost structures across sales, marketing, and medical

  3. Financial & operational modelling – Projected interaction volumes, investment requirements, and key success factors; modelled financial outcomes and break-even sensitivity to support scenario selection

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Results

  • Each affiliate confidently selected a GTM approach aligned to local market conditions
  • Clear business cases supported evidence-based omnichannel investment
  • Modelling enabled proactive planning for different performance outcomes, supporting sustainable post-generic strategy

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