Client recently acquired sales and marketing rights to an approved product in a competitive therapeutic area with 5 branded options in the same drug class with the same mechanism of action, with one competitor having the same active ingredient
Client’s formulation technology is novel and provides an alternative route of administration
Challenge
Market perceived all products as interchangeable with little to no differentiation in safety or efficacy, leading to an absence of scientific discussion and congress research presentations in the field
Market share was established based only on legacy usage within organizations and contract discounting
The Xelay Approach
Reframed how efficacy was evaluated in the therapeutic area based on medical data analytics
Created a scientifically supported, advantaged, and clinically meaningful differentiated positioning via both sides of the scientific platform (product and unmet needs)
Reinvigorated the broader scientific discussion on efficacy in the medical community
Enabled the sales force to position from a place of new science and technology which facilitated rapid market share gains
