IDEA Pharma

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IDEA Pharma specialises in go-to-market strategy at Phase II, transforming the probability of commercial success for any molecule.

IDEA Pharma clients know that there is only one company that can measure commercial probability of success in pre-launch. Working from Phase IIa to develop strategic positioning, differentiation, value proposition, go-to-market strategy and ultimately developing the strategy that underpins the tactical programme, IDEA Pharma clients benefit from the industry’s leading strategic marketing capability. And enjoy themselves along the way…

With analysis, expertise, ingenuity, objective rigour, and unique process (A, E, I, O, U…), and a distinct external perspective across pharma, we know what great looks like and support our clients to help make informed decisions, explore every possibility, and focus on the things that really count.

IDEAS

In the new world of pharma, there is no option but to get strategy right from the outset, at the beginning of Phase II. With thousands of key decisions in development and strategic marketing to make, we understand the pressure – there is only one shot, one chance to get it right – and whatever IDEA or strategic option you take into Phase III, it will be the one you take to market. If you don’t put opportunity in, you can’t get success out.

Every decision taken at Phase II has consequences. Every decision in development has an impact on every other department.

Exclude a PRO or Pharmacoeconomic endpoint from your IIb and it will not be in your US label – it will never be a claim… Identify the wrong segment or unmet need, and the choice of dose then the study endpoint and patient population may not be optimal. Identify the right ones, however, and greatness awaits…

Strategy is the discipline of making better decisions. Strategy at Phase II is about recognising that, while so much is unknown, harnessing the interrelationship and interdependency of every ‘What If and So What’ can deliver competitive advantage, differentiation and value.

We have developed a unique range of generative and prognostic products and services to support the strategic development of your brand from Phase II to post launch. 

Basecamp
You’re at the bottom of your mountain, looking up… Basecamp ensures that as much information as possible is known and shared about the journey ahead, that the journey is adequately prepared for and that assets critical to the mission are collected before setting off. “Without a strategy, ten men can see no further than one” An IDEA Basecamp ensures that there is a critical assessment of the project status – a vision, mission and critical path, and that key strategies and plans, risks and dependencies are generated to achieve the key milestones over a 12-24 timeframe.

Summit
Summit is an extension to a Basecamp. Summit helps orientate company functions and third parties align with the global marketing strategy – imperatives and critical actions to improve tactical execution.

A Summit Workshop is used to rate and agree the key elements of the “final push” towards a major milestone.

Strategic Positioning

Strategic Positioning is positioning as most other industries would recognise it, not the excuse that pharma’s ad agencies dish up. It is positioning that answers the question ‘what is the IDEA of your brand?’ Strategic positioning develops the vision for your product within its overall lifecycle, providing direction for the strategic development of the brand, including potential new indications, as well as a foundation for the communications strategy. It is about developing a robust, differentiating, sustainable positioning that is ‘ownable’ and satisfies a concrete customer need. If you can’t study your strategic positioning in Phase III, you don’t have a strategic positioning.

We believe strategic positioning work should be undertaken pre-launch at IIa and be used to define IIb and III plans. It can also be used post-launch to revitalise a brand and is especially valuable for new brands that are failing to meet expectations.

Customer Construct

How do you know what you know? Customer Construct is an essential vehicle for the systematic collation and assessment of all existing knowledge about customers to enable maximum customer insight going forward. Customer Construct makes existing market research and market reports as efficient and effective as possible.

Customer Construct enables you to make key decisions based on the most informed view of what you know about your customers and focus business insight on known unknowns.

FutureMap
FutureMap is a unique process, which creates a comprehensive view of the future of the therapy area landscape for the next ten years. FutureMaps help you understand which market scenarios have the highest likelihood and which will assert the most influence on the commercialisation of the brand. It is also an essential tool for informing the positioning/IDEAtion process and helps identify key uncertainties and unknowns for further evaluation.

Scenario Planning

Scenario Planning is a simulation process during which high impact, high probability future scenarios that potentially threaten a brand’s position, commercial opportunity and impact the effectiveness of the operational plan are interrogated.

This robust and rigorous process delivers a read on the way the ‘game’ will unfold through deep insight and interpretation of signals and triggers. Ideal ‘response’ approaches are agreed and a contingency planning document (Playbook) developed for future reference.