Helping you navigate the unpredictable seas of the commercial development of complex generic drugs
Companies outside of Europe have a lot to offer in the European market.
Two-thirds
of generic drug ingredients are now made in Asia
However – the European market is not yet a single market and underestimating a country-tailored approach can be costly and result in an underperforming launch.
In 2007 an international company decided to roll out one of its new products with a novel delivery technology (in the area of allergy/immunology) across the key European Union countries. The main strategy was to first involve the opinion leaders with clinical studies, then cascade down the promotion of the product among other specialists and then to primary care physicians. The company developed a comprehensive package of scientific data on the efficacy of the product, and developed a well- structured marketing plan. This approach was successful in a majority of the key European countries. However, it neglected to address specific peculiarities of the adoption process in the UK.
In this market, the key decision-makers for this specific pathology were not the healthcare providers, but the payors at the level of Primary Care Trusts. For this reason, the uptake of this product was much slower than expected.
Only after reevaluating the current strategy and developing a new approach by engaging the relevant target audience and convincing them of the health-outcome benefits was it possible to ensure a wider adoption of this product.
Sextants were trusted by sailors to navigate in turbulent seas. Put your trust in Sestante who will help you discover where you are and guide you to where you need to be.
Bringing your products to a successful launch in the European market requires precision and technical expertise to maneuver each countries own regulations and specificities.
How we can help:
- Considering you will be dealing with specific local requirements and market dynamics, you need a country-by-country strategy to create a consistent experience throughout;
- Dedicated task force with a broad range of expertise and relevant experience with complex generics and formulation.
Resulting in a strategy that includes blueprints and a team ready to support the implementation, hands on!
How the process can work:
- Assessment of your product portfolio and its value in the European market;
- Customized forecast on volumes and pricing;
- Prioritization of the countries within Europe where you want to enter with your portfolio;
- Develop a custom action plan specific to your needs;
- Support you throughout the implementation of the plan;