Redefining Market Access Strategy for a Global Pharmaceuticals Manufacturer
- Bharti Patel
- Nov 5, 2024
- 2 min read
Updated: Feb 27, 2025
Industry
Global pharmaceuticals manufacture.
Summary
Our client, a leading global manufacturer of generic medicines and biosimilars, sought to gain an objective understanding of how their brand, products, and services were perceived by customers compared to competitors. The goal was to leverage these insights to drive market share growth in a highly competitive, price-driven market.
The Challenge
Client Background: The organisation is a respected, global generics and biosimilars manufacturer. Operating in a highly commoditised market environment, it needed to ensure that future product launches would sustain profitability.
Challenge: The client’s existing market access model was primarily price-driven. To achieve sustained growth, it needed to transition to a value-based approach supported by an appropriate sales model and capabilities.
Objective: The goal was to obtain a clear, data-driven understanding of what their customers valued most and identify less critical factors to improve and evolve their market access strategy, ensuring optimal sales for both existing and new products, while also enhancing customer loyalty and sustainability.
Our Approach
Mediscape Global adopted a structured approach to support the client, which included:
1. Kick-off Workshop: We began with a workshop involving key internal stakeholders to assess the company’s perceived strengths, identify potential weaknesses, and analyse existing data.
2. Situational Analysis: Our team conducted a detailed analysis of market share data, competitor performance, regional variations, and customer voice data reports from healthcare professionals and patients. This provided a comprehensive view of the market landscape.
3. Data Review and Alignment: Through follow-up workshops, we reviewed the diagnostic findings, constructively challenged assumptions and ensured alignment on the key insights.
4. Sales Strategy Development: Collaboratively, we developed a customer-centric sales strategy, addressing knowledge gaps, aligning with the needs identified in the analysis and refining messages to better resonate with customer needs. A fundamental aspect of the strategy was the evolution of the client’s market access strategy from one that focused on price to a more value-based approach. This required aligning the sales model and people capabilities with what customers truly valued.
5. Execution and Ongoing Support: The new strategy was implemented immediately, and Mediscape Global provided the client with a 6-month follow-up review to track progress and adjust as needed.
Results
The implementation led to a significant shift in how the client’s market access strategy was perceived internally. The approach not only resonated with the team but was also shared globally for adoption across other regions, enhancing consistency of brand positioning worldwide.
Client Feedback
"The light bulb moment! We couldn’t have achieved this without your external support…. our work together aligned perfectly with our vision for building a stronger approach.”
Marketing, Strategy and Innovation Lead, UKI
Global Pharmaceuticals Manufacturer
Contact Us
Contact Mediscape Global today to discover how our expertise in customer insight and brand positioning can help support your growth objectives.
