What I do
I provide business and market analysis services primarily for the pharmaceutical industry, with relevant experience in adjacent healthcare sectors including diagnostics, medical devices and medical services.
My Services
These typically include extensive secondary data analysis to develop a series of hypotheses around stakeholder decision-making and future market evolution, coupled with peer-to-peer interviews with key experts to challenge and expand understanding and expectations.
I then work with cross-functional commercial teams to develop their portfolio and brand strategies, ensuring a clear, red thread from insight to strategy and execution.
1
Define the strategic question
Agree objectives, project scope, key assumptions and priority areas for analysis.
2
Build the evidence base
Understand the disease area, map the relevant stakeholder journeys, consider the current treatment landscape and clinical pipeline.
3
Challenge & refine understanding
Use appropriate internal and external expert input to test assumptions and explore likely future developments.
4
Develop a series of alternative futures
Identify the key drivers of change and their implications for market evolution.
For any one project, the focus may be on just one topic, e.g. the customer journey, but when put together, these lead to a foundational output that includes a deep understanding of what drives stakeholder decision-making today and enables the identification of opportunities for emerging brands to improve outcomes in the future.
Implications can then be explored further with the appropriate commercial team
5
Translate insight into strategy
Work together with the commercial team to prioritise opportunities and agree the strategic imperatives.
6
Document the strategic direction
Produce clear outputs recording the analysis, agreed strategy and implications for subsequent planning.
Final outputs are likely to include:
- A single page summarising the agreed portfolio / brand strategy.
- A detailed market and stakeholder analysis with key opportunities and challenges for a novel portfolio / brand.
- An agreed view of the factors shaping future market evolution.
- The consequent rationale for the prioritised value drivers (sometimes called growth platforms or strategic imperatives) selected to underpin the strategy.
- Other elements of the strategic plan as appropriate to the stage of portfolio / brand development, from the value proposition and positioning statement through to distinct action plans by function.