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.