Search Representative Engagements
This form enables you to search a database containing short summaries of selected projects that we have completed for our clients. Although the descriptions are brief and the database of engagements is not exhaustive, these summaries will give you a general sense of the types of projects we do. New project summaries are added on a regular basis.
More Sample Projects
Merger Discussion Facilitation
Pharmaceutical/Biotech
Clinical Development
A midsize pharmaceutical company was in the process of integrating a newly acquired company into its primary operations and felt that establishing open communications, a clear corporate culture, and consistent business priorities was critical to successfully integrating the acquired business. To meet these goals, the client sought the assistance of SRCG to facilitate the integration process and drive discussions. First, SRCG conducted fact-finding interviews and surveys to gain a better understanding of the perspectives and priorities of the two organizations. Next, SRCG developed detailed introductory materials to help educate all merger participants on the history and perspective of each of the two companies. Finally, SRCG conducted a two-day facilitated session to discuss communications and business priorities. The client expressed a high level of satisfaction with SRCG's work and considers SRCG's assistance essential to the reduced time needed to integrate the two companies, successful avoidance of miscommunications, and a strong focus on key priorities for the new entity moving forward.
Competitive Gaming
Pharmaceutical/Biotech
Brand Management
A leading biopharmaceutical company was preparing to launch a new product for an autoimmune disorder and sought to ensure sales force readiness and to test key messages in preparation for the product's approval. As a result, the client asked SRCG to prepare and conduct gaming exercises with District Sales Managers (DSMs). To prepare for the game sessions, SRCG recruited physician prescribers and developed interview guides and discussion materials for DSMs. SRCG then conducted teleconference briefings with each of the DSMs to prepare them for the physician interviews. Following the DSM briefings, SRCG conducted in- depth physician interviews that included presentations made by the DSMs and gathered the feedback and perceptions of physicians to each of the product presentations. SRCG compiled all findings into a final report that identified key messages and drivers to be used in future marketing materials.
Opportunity Prioritization
Pharmaceutical/Biotech
Brand Management
A leading pharmaceutical company was in the process of lifecycle planning for a product in an early stage of development and asked SRCG to help identify the most attractive lifecycle opportunities to pursue.First, SRCG conducted an evaluation of various indications based on a set of standardized, objective criteria. Next, SRCG conducted workshops with the company's commercial and technical teams to prioritize the indication and study opportunities. SRCG then applied a prioritization process using the standardized criteria and conducted a more comprehensive analysis of the top indications. SRCG leveraged the findings to recommend the top five to seven "most attractive" opportunities to pursue for the product. The client expressed a high level of satisfaction with SRCG's work and retained them for follow-on projects.
Opportunity Review
Pharmaceutical/Biotech
Business Development
An emerging specialty pharmaceutical company was considering in-licensing a compound awaiting US FDA approval and sought assistance with evaluating the product's commercial viability. The product was competing for an orphan indication with the potential for utilization in other higher volume indications; therefore, it was imperative that the client understand treatment flows for these indications, as well as physician perspectives regarding the compound. The client asked SRCG to conduct secondary research to help them gain a more comprehensive understanding of the current market landscape and the potential for the client's product. SRCG then conducted primary research with leading physicians to ascertain the likely reception of the new product into the treatment class and to identify issues and opportunities within the market. Finally, SRCG leveraged the research findings to make recommendations to the client, which helped them identify several key uncertainties to be researched prior to making a decision regarding the in- licensing opportunity. The client expressed a high level of satisfaction with SRCG's work and retained them to evaluate the managed-markets landscape for this product and assess the current perceptions of the product in markets where the product previously launched.
Global Launch Playbook
Pharmaceutical/Biotech
Brand Management
A mid-sized global biopharmaceutical company acquired a neurology product as a result of an acquisition and, because of the extended period of time needed for acquisition negotiations, it faced time constraints with regard to the product's launch. As a result, SRCG was asked to build separate global launch playbooks for the product's epilepsy and diabetic neuropathic pain indications under strict time parameters. First, SRCG developed sub- teams based on the two indications and specific needs for each indication. SRCG then conducted two rounds of one-on-one interviews with the launch sub-teams to determine the status of various launch activities and deliverables. Next, SRCG identified activity "gaps" that could compromise launch goals, then created a Launch Playbook to outline deliverables and timelines, and to delegate responsibilities in order to keep the launch on schedule. The tool also outlined potential risks and issues that could affect deliverable completion and the associated impact on subsequent activities. The tool was put into place at a launch readiness summit, and it is being used by the global marketing team to guide the launch of the product.
Three-Year Brand Plan
Pharmaceutical/Biotech
Brand Management
A mid-sized global biopharmaceutical company was preparing to launch within close proximity two innovative products for the treatment of epilepsy and sought to determine a strategic approach to ensure the successful launch of both products.SRCG was asked to help advise the client through its comprehensive commercial planning process. Specifically, the client sought assistance with assessing the epilepsy market, including current diagnosis and treatment paradigms, as well as the competitive landscape. SRCG first developed a treatment and competitive overview and then conducted a market segmentation analysis to better assess the appropriate physicians to target post launch. Next, SRCG helped develop target product profiles to highlight the key attributes of the two compounds and devised a concise positioning statement to guide all future marketing efforts for each product. Finally, SRCG leveraged the project work to develop a strategic plan for the client that identified key strategies and tactics for successfully commercializing each compound. The client expressed a high level of satisfaction with the project, as the launch of one compound approaches and the late-stage development of the second compound continues to progress.
Opportunity Assessment
Pharmaceutical/Biotech
Brand Management
An emerging biopharmaceutical company had a product that was not meeting its projected sales targets and believed that there may have been an opportunity for the product in another disease state.The client asked SRCG to analyze the opportunity and to prepare results that could be presented at the company's BOD meeting. The disease state lacked a great deal of epidemiological data, so SRCG compiled secondary research with primary research comprising 200 specialist and 5 key opinion leader interviews to estimate the market size. SRCG also used the synthesized research to create a Treatment Flow Model and preliminary patient/physician market segmentation. All findings were then leveraged to support a patient-based forecast estimate model. The forecast estimate model analyzed potential strategies for entering the new disease state's market and provided the company with estimates of costs, risks, and returns for each of the strategies. SRCG presented the findings of the project to the company's Executives and Board of Directors, who expressed a high-level of satisfaction with their work.
Portfolio Strategy Initiative
Pharmaceutical/Biotech
Brand Management
An integrated specialty pharmaceutical company markets a portfolio of revenue-generating products and is advancing a late-stage pipeline of product candidates targeted at significant potential markets in key focus areas. Many of the company's products do not have exclusivity in the US, thus the company would like to breathe new life into its current product portfolio by identifying the most commercially significant opportunities to revitalize current products, such as new formulations, new uses, and combination therapies, as well as pursuing opportunities that can provide exclusivity.SRCG was asked to conduct internal interviews to identify and categorize all revitalization opportunities. SRCG then conducted a second round of in- depth internal interviews to evaluate the potential of each opportunity against a list of specific criteria. SRCG then leveraged the findings to rank the evaluated opportunities, identified those worth pursuing, and recommended further quantitative in-depth evaluation on those opportunities. The client was very pleased with the analysis and asked SRCG to present to the corporate Board of Directors.
Competitive Game
Pharmaceutical/Biotech
Brand Management
A global biopharmaceutical company received approval recently for the expanded indication of a product for the treatment of an autoimmune disease, and as a result, sought to pressure test the effectiveness of the product's key messages with rheumatologists to uncover strengths and weaknesses for the sales and marketing teams.The client asked SRCG to develop and conduct war games for the product in this specific indication in one major US market. First, SRCG developed a three-day war game, which centered around the detailing of 13 rheumatologists on the company's product, as well as those of major competitors. Rheumatologists were asked for preference share before and after detailing and were debriefed post-detail aid, in order to uncover key insights for the company's product. As a result of the war game, SRCG was able to uncover motivational drivers that would prompt rheumatologists to choose the company's product over those of its competitors.
Leadership Development Strategy
Pharmaceutical/Biotech
Sales
A training director at a global pharmaceutical company sought to build upon existing successes in sales training with new initiatives and to define a new role within the training department. Since the company had been recently acquired, the director also sought additional planning support in light of the new organization and new training needs.SRCG was asked to create a job description template and to provide organization design support for the training group. SRCG then conducted several "blue sky" facilitated meetings to help the training team plan initiatives. Finally, SRCG provided presentation support for critical team meetings. The client expressed a high level of satisfaction with SRCG's work.
Senior Management Presentation
Pharmaceutical/Biotech
Brand Management
A leading biotechnology company made the decision to become a major player in therapeutic oncology, with a stated long-term goal of approving a specified number of new therapies and achieving significantly higher revenues Given that the use of web-based information by customers is rapidly increasing, with other industry competitors leading the way in the use of innovative online marketing strategies, the client asked SRCG to develop a presentation for senior management with the objective of gaining endorsement for the development of an updated online marketing strategy for their oncology efforts. First, SRCG reviewed key information sources, including existing research and draft analysis materials. SRCG then defined presentation requirements and an outline with the client's team. Next, SRCG developed the presentation for senior management that included information regarding the current situation, business need complexities of implementation, recommended solutions, and proposed timelines. The client expressed a high level of satisfaction with SRCG's work.
US Brand Plan
Pharmaceutical/Biotech
Brand Management
A leading biotechnology company was preparing for the launch of an oncology product and sought to clearly define a three-year brand plan. SRCG was asked to assist the company with developing the brand strategy and tactical plan and to provide the rational for the launch budget. First, SRCG examined the current commercial landscape, current brand strategy, key tactics and initiatives in place to support the brand strategy, and the potential market opportunity for this product. SRCG then examined these factors for three additional disease states. SRCG leveraged the findings to develop the brand strategy, which comprised vision, positioning, a targeting map, behavior objectives, drivers and barriers, strategic imperatives, and big ideas. SRCG then developed a tactical plan and the financial forecast, including the patient forecast and overall revenue forecast. The client expressed a high level of satisfaction with SRCG's deliverables, including the situational analysis, brand plan, and brand plan executive summary presentation.
Brand Planning
Pharmaceutical/Biotech
Brand Management
A leading pharmaceutical company sought to refine and further develop the brand planning process within the organization so that the new plan allowed senior management to make hard tradeoff decisions and to leverage a cross-functional team in making these decisions. For over two years, internal team members had worked unsuccessfully to establish a brand planning system that would facilitate the creation, communication and execution, of key product and portfolio strategies. The organization still had strategies that were not well -suited to changing market needs, tactical plans that were misaligned with key strategies, and a brand planning process that did not facilitate making strategic trade-off decisions. As a result, the client asked SRCG to help develop and institutionalize a best-in-class brand planning process. First, SRCG reviewed the current planning approach and interviewed key personnel at the brand and corporate levels to identify key gaps and areas that needed improvement with the current brand planning process. SRCG then leveraged their extensive experience to build a best-in-class brand planning process aimed at improving effectiveness and coordinating brand and portfolio strategies with the client team. Finally, SRCG worked closely with multiple brand teams across therapeutic franchises to pilot the new brand planning approach. The client introduced the brand planning process to the organization, and as a result, all US brand teams within the company have begun using the new process.
TOP GUN
Pharmaceutical/Biotech
Sales
A leading biopharmaceutical company wanted to assess the ability of management and top-level directors within all therapeutic areas to effectively coach sales representatives and managed markets account managers on selling skills. The company also wanted to improve the selling skills of its reps and account managers across a range of selling scenarios. SRCG was asked to hire external assessors (MD and PhD students) to assess sales reps/AMs and executive coaches to assess the managers. The SRCG team designed and facilitated workshops that included role-play-based assessments of team member selling skills and coaching skills. The team then gathered quantitative and qualitative data for each group and provided the client with a summary, including recommendations for next steps. The client expressed a high level of satisfaction with the program and has requested that SRCG conduct a similar evaluation again the following year.
Manager Leadership Summit
Pharmaceutical/Biotech
Sales
In a previous project, SRCG had worked with the Sales leadership at an emerging pharmaceutical company to develop a new DM training continuum. This continuum helped improve district performance and better aligned DMs with corporate and strategic objectives by providing them a conceptual understanding of their role in the organization, introduction and pull-through of available coaching tools, and role-specific application exercises. The client was now interested in planning an event for new and tenured DMs to discuss and reinforce what was learned during the new training, as well as what they had seen in the field.The SRCG team began by meeting with key stakeholders to identify the components for the event and develop the key learning objectives and goals for each of the components. The team then helped develop content for the event and worked closely with other vendors on their deliverables to ensure consistency, revising materials as needed. The SRCG team supported the implementation of the training event. The two-week event was a great success, and SRCG received excellent feedback from participants and from the Sales leadership team. The client has retained the SRCG team for future work.
Market Development Strategy
Pharmaceutical/Biotech
Brand Management
A leading pharmaceutical company sought to develop new strategies to help an established product become a market leader.SRCG was first asked to develop a full treatment flow model and to identify and prioritize key customer behaviors and potential lever points, as well as strategies to act on the identified levers. SRCG then developed two analog case studies to provide the client with valuable and relevant insights from established products. SRCG leveraged these insights to develop new strategies and then assisted the client in facilitating cross- functional and cross-regional meetings to roll out the new therapeutic area market development process internally. The therapeutic area market development strategy was considered a "benchmark" project within the company, and the client expressed a high level of satisfaction with SRCG's work.
Product Publication Planning
Pharmaceutical/Biotech
Brand Management
A leading pharmaceutical company was preparing to receive significant data for an established therapy across multiple treatment settings, and it sought to develop a communication plan to prioritize and disseminate the data within the medical community. Consistent and timely data dissemination was critical as the product approached its loss of exclusivity.SRCG was asked to generate a high-level communication strategy that determined the objectives for each setting, identified key messages within each setting, and aligned supporting clinical data with the key messages. Next, SRCG developed a detailed implementation plan that defined and identified key materials, meetings, and stakeholders. In addition, SRCG developed implementation timelines for each major study. The client presented the communication plan to internal medical stakeholders, and as a result, they had a clear understanding of the data dissemination priorities for the brand. The client was then able to ensure a platform for consistent messages across countries and markets, and to initiate local planning activities for major studies well in advance of data availability. The client also now has a repository of clinical data for its product and key competitors.
Product Management
Pharmaceutical/Biotech
Brand Management
A leading pharmaceutical company was preparing to receive significant data for an established therapy across multiple treatment settings, and it sought to develop a communication plan to prioritize and disseminate the data within the medical community. Consistent and timely data dissemination was critical as the product approached its loss of exclusivity. SRCG was asked to generate a high-level communication strategy that determined the objectives for each setting, identified key messages within each setting, and aligned supporting clinical data with the key messages. Next, SRCG developed a detailed implementation plan that defined and identified key materials, meetings, and stakeholders. In addition, SRCG developed implementation timelines for each major study. The client presented the communication plan to internal medical stakeholders, and as a result, they had a clear understanding of the data dissemination priorities for the brand. The client was then able to ensure a platform for consistent messages across countries and markets, and to initiate local planning activities for major studies well in advance of data availability. The client also now has a repository of clinical data for its product and key competitors.
Product Assessment
Pharmaceutical/Biotech
Brand Management
A leading healthcare company had recently submitted a new drug application to the FDA and sought assistance with launch preparation. SRCG was asked to conduct qualitative primary research with key opinion leaders and physicians, as well as to leverage internal discussions, published sources, and secondary data to synthesize key resources for the client.First, SRCG developed a competitive dossier composed of information on competitors, trends in the marketplace, and projections for the future market. Next, SRCG developed a treatment flow model and a market segmentation map that estimated the size of key market segments, outlined current physician practices, and hypothesized future practice patterns and their potential impact on treatment flow. SRCG then analyzed clinical data provided by the client to develop the potential target product profile. All materials developed throughout the course of the project were leveraged to create a preliminary opportunity assessment for the client, as well as a final report with strategic recommendations that the client could use to guide future launch plans.
Benchmarking Analysis
Pharmaceutical/Biotech
Sales
A leading pharmaceutical company wanted to conduct a benchmarking study to learn how undifferentiated products have outperformed or underperformed their market entry expectation and to identify potential strategies and tactics for future product launches. In addition, the client wanted to evaluate the effectiveness of a respiratory product launch to identify the key drivers of success.First, SRCG conducted a benchmarking analysis, which included: identifying undifferentiated products that have outperformed or underperformed their market entry expectations, developing criteria to assess positioning as well as promotional channel and payer strategies, and identifying key differentiation drivers that companies exploit to create value. Finally, SRCG assessed the commercial strategies and tactics of the respiratory product and identified key learnings and opportunities that could be applied to the company's respiratory portfolio. As a result of the project, SRCG was able to develop an analysis that highlighted four key success factors of over- performing brands and built an implementation plan to put them into action.
Brand Plan Template Development
Pharmaceutical/Biotech
Brand Management
A leading healthcare company has a broad portfolio of products but lacks a consistency in the brand planning process. The client was interested in consolidating the various approaches within the biopharmaceuticals division into a standardized template in order to facilitate the current year's brand planning process.SRCG was asked to consolidate all existing brand planning materials from current and previous years and to develop a catalog of these materials. Next, SRCG conducted interviews across the organization (including product teams and management) to gain insights into current process, areas of improvement, best practices, and recommendations for change. SRCG then developed a biopharmaceuticals division brand planning template that incorporated best practices of existing material. Finally, a brand planning summit was conducted to review and refine the template and discuss recommendations to improve the overall process. The client expressed a high level of satisfaction with the work and immediately implemented the use of templates and timelines into the current year's brand planning process.
US Product Launch Playbook
Pharmaceutical/Biotech
Brand Management
An emerging specialty pharmaceutical company was preparing to launch a new labor-induction agent in the US. The company sought help with building a detailed launch plan that could be executed at the operational level and throughout all cross-functional teams in order improve overall efficiency and effectiveness of launch planning.SRCG was asked to examine each relevant corporate function and to categorize all launch- related tasks by function. SRCG identified the individuals responsible for the completion of each task and produced detailed work plans to ensure activities would take place within set time parameters. SRCG also identified tracking and reporting methods in order to keep senior management informed of progress. The client, as a result of the project, was able to execute the plan throughout the product launch, and they expressed a high level of satisfaction with SRCG's work.
