Negotiation program to prepare global affiliates for product launch, and defending launch position from the likely aggressive entry of multiple competitors
Market Access
Background
Our client’s flagship product, with multiple existing and planned future indications within the respiratory/allergy space, was to face new competition from four new competitors entering its primary indication within a 12-month period.
Two of the new competitors already had significantly lower price anchors in existing indications, creating the potential for aggressive pricing strategies. The client needed to support its global affiliates in preparing for these significant competitive forces, minimising the risk of price erosion and loss of market share during COVID-19 travel, and meeting restrictions.
The Valid Insight Approach
Valid Insight utilised its integrated dynamic negotiation training model, placed into a virtual workshop environment for 14 global affiliates.
40+ combined and country-specific facilitated interactive workshops:
- Embedding the product value story.
- Competitor ‘war-gaming’ sessions.
- Developing countermeasures to support position and price in the ‘new’ environment (local strategic and tactical plans).
- Comprehensive training in collaborative negotiations.
- Role-play negotiations with local payer experts in the local language.
Results
Affiliate teams were able to refine and pressure-test their local access strategy and tactical plans to support more challenging negotiations.
Cross-pollination of ideas, strategies, and tactics between affiliates contributed to a more motivated and better-prepared team.