Go-To-Market Marketing Strategy & Execution for Pharma

My Client
British Pharma Company
Case Duration
7 Months
Year
2021 - 2022
Country
Germany & UK

Challenge

A global pharmaceutical company asked me to act as Interim Marketing Director for the rapid introduction of a new therapy in the German market. This was marked by the urgency to navigate a highly volatile market, with the added complexity of uncertain timing for therapy approval. My mandate included the implementation of innovative marketing initiatives and advice on optimizing internal marketing processes.

Approach

As Marketing Director, I developed and implemented aGo-to-Market marketing strategy. Central to this strategy were the design and execution of Customer Journey and Customer Experience workshops for Health CareProfessionals (HCPs) and patients. My marketing plan, consisting of strategy and implementation, encompassed a multifaceted approach that integrated offline channels, virtual events, and particularly digital channels. My role involved close collaboration with the Commercial Director and the Head of Product, while simultaneously working with stakeholders in medicine, product development, IT, legal, compliance, public relations, communications, events, governmental affairs, and orchestrating external marketing agencies. Additionally, I conducted an optimization analysis and identified internal areas in marketing for process improvements.

Results

We were successful in implementing the rapid launch, creating the desired awareness, and increasing treatment rates. The country CEO of this Fortune 500company positioned the product launch as an example of speed and agility within the company, elevating the project to a global lighthouse project within the organization. In recognition of my work and the substantial benefits realized, the client has kindly consented to act as a reference, acknowledging my role in enhancing their strategic direction and strengthening their position in the market.

"Vera is a highly motivated and thoughtful person who always acts in the best interest to deliver excellent results for the client and our team."

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Mark Reimer

Director, Monitor Deloitte

"High performing and agile execution of a large complex project. Very satisfied. Would be happy to work together again at any time."

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Michael Wolz

Commercial Director, GSK

"As a project manager she built an outstanding trust-based relationship with the team, proactively asking for and offering feedback and integrating this into her work. The analysis was very well executed."

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Partner

Consulting Firm

"High level of competence in project management, ensuring timely and high-quality delivery of work, leading the team through challenging situations with resilience."

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Benedict Löwnau

Senior Consultant, Jester Consulting

"Outgoing, open, and reliable. Great commitment and positive energy. Strong analytical skills."

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Daniel Morf

Digital Lead, MIGROS Industries

"Fantastic partner. Very organized.
Helped keep team focused and moving forward."

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Director

KKR Portfolio Firm

"She has exceptional skills in targeting high-net-worth individuals. Vera's ability to blend high-end aesthetics with effective digital strategies positioned us as a key player in the luxury market."

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Nikita Fahrenholz

Fahrengold, Co-Founder