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사례 연구

Pharma go-to-market strategy

A leading global pharmaceutical company feared its growth would be threatened if it didn't adapt to evolving market trends. Bain helped the company develop optimization plans and new go-to-market strategies that it is now rolling out globally.

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The Situation

  • Leading Global Pharma Company
  • Pharma market characterized by increasing power of payers and regulators as customers and pressure to sell outcomes instead of pills
  • Traditional sales and marketing approach of physician detailing less and less effective due to power shifts among potential customers
  • Top line growth threatened if commercial model not adjusted to dynamically changing market and customer requirements

Our Approach

Anticipate each market's evolution and use this to guide commercial model development:

Our Recommendations

Institutionalized, high-impact process for commercial innovation:

The Results

Significant, global evolution of go-to-market strategies:

 

* We take our clients' confidentiality seriously. While we've changed their names, the results are real. 

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