Commercial Consulting for the BioPharma Industry

Kortland Consulting Ltd

Here are just some of the types of projects that have been completed recently:

European Strategic Marketing Assessment and Strategic Marketing Director Interim 

  • ​Completed a pan-European strategic assessment of a specialist oncology brand, incorporating a market and competitor overview, pipeline/clinical trials assessment, SWOT analysis, key strategic issues and critical success factors, and the development of targeted positioning and key messages.

  • Following this, acted as Strategic Marketing Director for the brand for approx. 18 months, developing and executing the European tactical plans including publications, congress activities, KOL development, international market research, and the development of training materials, promotional materials and sales force communications. Led the cross-functional European brand team, and worked with other internal functions, country General Managers/marketing staff, and partner organisations to optimise sales and performance.

 

Global Commercial Assessment for Early Development Phase Brands

  • ​Conducted commercial assessments for an R&D company covering a PhI Urology product and a PhI Atrial Fibrillation Product, incorporating a thorough market assessment and competitor analysis; US and UK-based insight research with primary and secondary care physicians and payers; and the development of a global sales forecasting model, all within a six-week timeframe for presentation to the company's board.

 

Development of UK Marketing Plans

  • Developed UK strategic marketing plans for two specialist oncology brands for a small international pharmaceutical company. Development market assessment, competitor and pipeline analyses, SWOT, customer profiles critical success factors, postitioning and key messages.   

 

Pre-launch/Development Stage Global Market Assessments

  • Conducted Global market assessments for three separate pre-launch (PhII) products within oncology, dermatology and smoking cessation areas. Developed disease area overviews to assess the market, customers, treatment practices, guidelines, and competitors, and managed market research projects across US, EU and Japan to generate further customer insight and support sales model and Target Product Profile development.   

 

Foresight generation for a Global Insight Team

  • Advised a global pharmaceutical company on developing long term trends in the pharmeceutical industry over the next 10 years, in order to help inform a major company transformation project they were undertaking. Themes included patient-centricity and the rise of the empowered patient; technological changes and innovations; social and economic trends; industry pipeline changes; and strategic partnership developments. Developed white papers and creative briefs on key themes.

 

Emerging Market Overviews

  • ​Developed emerging market country overviews for a) respiratory and b) oncology therapy areas, covering countries such as Brazil, Russia, India, China, Turkey, and Mexico. Each report covered a macroeconomic view of the country, an overview of its healthcare system, regulatory approval process for new medicines, payer/reimbursement environment, and pharmaceutical market, along with an overview of the therapy area in question, epidemiology, how it is treated and by whom, the key competitors and companies, market dynamics, pricing and market access issues, and relevant patient and professional groups.

 

​UK Market Assessment and Review of Existing Marketing Strategy

  • Conducted a market, competitor and pipeline review for a child psychiatry brand, and identified key issues and critical success factors. Reviewed existing marketing strategy and materials, and developed proposals for their evolution based on market and customer needs and key product benefits.

 

Business Analysis and Competitor Intelligence/Insight Services

  • For a major 'Big Pharma' player, acted as interim Business Analyst/Customer Insight lead for: a portfolio of Established Brands; an adult Psychiatry brand; two Oncology brands; and to Emerging (development stage) teams in NeuroScience, CV/GI (inc. diabetes) and Respiratory over the course of 2 years. Conducted primary market research projects across multiple geographies, numerous market overviews and assessments, forecast models, segmentation analyses and generic intelligence projects. Additionally ran a number of workshops covering corporate strategy, OTC opportunities and brand strategy, and supported pricing and segmentation strategy development.

 

European Market Analyses, Planning, and Marketing/Business Development Support

  • ​Provided ongoing strategic marketing and analytical support over a 12 month period to the Sr Director Oncology Marketing, including:

    • Development of Product Strategy Documents for four key brands

    • Conducted numerous disease area overviews to support Product Planning, In-licensing and Lifecycle Management decisions

    • Managed Medical Communications projects including satellite symposia and international congresses.

  • Elanor Kortland

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