Impact

Rare Disease Oncology Treatment Launch in Canada

Client 

A leading transatlantic specialty pharmaceutical company focused on rare diseases in Hematology and Oncology

Challenge

When a dormant rare disease medication with Health Canada approval needed revitalization, our client faced significant hurdles. Despite having public reimbursement approval across most of Canada, the medication acquired from another organization had never been actively marketed and had fallen into obscurity. The client needed to transition from servicing Canada through the United States to establishing an independent, localized operation.

Key challenges

• Building a Medical Affairs team from scratch to engage with specialists across Canada

• Identifying and cultivating relationships with Key Opinion Leaders (KOLs) in every province

• Creating a robust commercial strategy aligned with global activities while addressing unique Canadian market needs

• Securing Provincial Licensing Agreements (PLAs) across all provinces for broad medication access

• Establishing comprehensive patient support programs

Our Approach

We implemented a comprehensive strategy with four key pillars:

1. Medical Affairs Development

• Conducted thorough healthcare landscape assessments through audits and site visits

• Developed strategic relationships with hematologists and oncologists nationwide

• Formed Pan-Canadian Advisory Boards and Expert Committees

• Facilitated Canadian site involvement in clinical trials, establishing thought leadership

2.Patient-Centric Support

• Launched a dedicated nurse-staffed toll-free patient information line

• Transferred critical safety operations to Canada for local oversight

• Developed innovative diagnostic partnerships with leading pediatric hospitals

3.Commercial Infrastructure

• Partnered with the Pharmaceutical Advertising Advisory Board for marketing approvals

• Identified knowledge gaps through market research and developed Canadian-specific

 4.Consensus Guidelines

• Ensured alignment with global messaging while addressing unique Canadian market needs

• Established a dedicated local marketing team with international support

Reimbursement Strategy

• Successfully negotiated PLAs across all provinces within the first year

• Developed a pricing approach balancing company objectives and provincial requirements

Results

Our partnership delivered exceptional outcomes:

• Canada transformed into an independent and thriving market, becoming the company's top-performing global territory

• The medication's success in Canada contributed significantly to the company's eventual acquisition by a major pharmaceutical leader

• Fully staffed Medical and Commercial teams operated with minimal reliance on the global network

• Robust patient support programs ensured continuous medication access and improved outcomes

• Canada became established as a hub for Hematology research and innovation

The successful relaunch exemplifies the power of strategic planning, expert partnerships, and unwavering commitment to patient care, setting the stage for continued growth in the rare disease pharmaceutical sector.

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Transforming Health Education Online

Client

An innovative online Continuing Health Education (CHE) platform connecting medical professionals with leading Key Opinion Leaders

Challenge

As the healthcare education landscape evolved with technological advancements, our client sought to meet the growing demand for accessible, high-quality educational resources. Launching an online platform to connect healthcare professionals with top-tier KOLs faced several critical obstacles:

• Building credibility within a medical community still skeptical about online education
• Attracting contributions from renowned KOLs who questioned the platform's effectiveness
• Developing robust, user-friendly technology tailored to healthcare professionals' demanding schedules
• Penetrating a market resistant to new educational delivery methods

Our Approach

We developed a multifaceted strategy to overcome these challenges.

Platform Development

• Created an intuitive online interface featuring high-quality content from respected KOLs across cardiology, oncology, endocrinology, and neurology
•  Implemented rigorous quality control measures, including peer reviews and regular content updates

Engagement Strategy

• Introduced interactive learning modules, case studies, and moderated discussion forums to foster community and peer learning
• Launched targeted marketing initiatives to medical associations, hospitals, and individual practitioners

Strategic Partnerships

• Cultivated relationships with leading KOLs to enhance the platform's reputation and attract a broader user base
• Established credibility through association with recognized medical authorities

Results

• Rapid adoption among healthcare professionals, quickly establishing the platform as a trusted educational resource
• Significant reputation enhancement through the involvement of well-respected KOLs
• Continuous expansion of course offerings and engagement features
• Successful acquisition by a major healthcare education provider, validating the platform's value
• Sustained impact on healthcare professional education post-acquisition

This success story demonstrates the transformative potential of combining expert knowledge with innovative technology in healthcare education, proving that addressing specific market needs with strategic partnerships can drive exceptional growth.

Swift Deployment of SARS-CoV-2 RT-PCR Testing

Client

An innovative diagnostic company specializing in molecular testing solutions

Challenge

During the COVID-19 pandemic, our client faced unprecedented urgency to deploy effective testing solutions amid escalating infection rates and public health risks. The pandemic created extraordinary pressure on governments, healthcare systems, businesses, and communities to manage and contain virus spread.

The client needed to overcome formidable obstacles:

• Meeting explosive demand for COVID-19 diagnostics in a crisis environment

• Navigating expedited regulatory pathways while maintaining compliance

• Securing a reliable supply chain despite global disruptions and shortages

• Introducing a new diagnostic test amid fierce market competition

• Establishing clinical validation to gain stakeholder trust in a time of uncertainty

Our Approach

We implemented a rapid response strategy.

Strategic Market Entry

• Developed a comprehensive go-to-market plan highlighting the test's speed, accuracy, ease of use, and supply chain security

• Conducted targeted research across public and private healthcare sectors to identify critical opportunities

• Leveraged fast-track regulatory approval processes without compromising quality standards

Strategic Positioning

• Formed key alliances with healthcare providers for clinical validation and early adoption

• Positioned the RT-PCR test strategically within the private sector, focusing on diagnostic providers

• Prioritized organizations with the highest testing needs for initial deployment

Results

Our strategic approach enabled:

• Successful launch of the SARS-CoV-2 RT-PCR test in British Columbia within a critical timeframe

• Rapid establishment in the COVID-19 testing market, initially capturing market share in the public sector

• Scaled operations to meet increasing demand, expanding beyond the initial launch region

• Effective navigation of complex regulatory challenges, ensuring compliance throughout

• Development of strategic healthcare provider partnerships, enhancing credibility and driving adoption

• Establishment of a foundation for sustained growth, positioning the company as a trusted leader in diagnostic testing

This case demonstrates how strategic planning and agile execution can effectively respond to a global health crisis, meeting urgent public health needs while establishing pathways for long-term business success.

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Medical Device Company's Successful Market Pivot

Client

A renowned medical cosmetic company specializing in high-quality medical devices

Challenge

Our client faced an existential threat as economic pressures and market dynamics shifted dramatically. Rising inflation coupled with an influx of low-cost, substandard medical devices—many lacking proper regulatory approval—created an unsustainable market environment. These inferior alternatives attracted price-conscious consumers despite their poor quality and reproducibility.

Situation

The company confronted multiple critical challenges:

• Market saturation with low-cost competitors eroding the sustainable value of quality medical devices

• Significant margin compression due to intense price competition

• Maintaining brand reputation for quality and innovation despite market pressure for cheaper alternatives

• Need for revenue diversification to ensure business sustainability

• Overcoming consumer perception that favored price over quality

Our Approach

We guided the client through a strategic pivot.

Portfolio Expansion

• Broadened the product line to include high-quality, natural active skincare and cosmetic products aligning with market trends

• Selected consumable products that maintained the brand's commitment to quality while opening new revenue streams

• Created synergy between existing medical devices and new skincare offerings

Market Repositioning

• Launched targeted marketing emphasizing the integration of skincare, cosmetics, and medical devices

• Educated consumers on the complementary benefits of a holistic approach to skin health

• Introduced strategic product bundling to offer comprehensive solutions and attract a broader customer base

• Positioned the company as a thought leader across both medical devices and skincare solutions

Results

Our strategic pivot delivered transformative results:

• Within two years, skincare and cosmetic product sales created a stable revenue stream that revitalized the business

• Medical device sales rebounded as the renewed focus on quality attracted discerning customers

• The comprehensive product offering resonated with customers, driving increased sales across all product lines

• Successfully diversified the portfolio, reducing reliance on the saturated medical device market

• Strengthened the company's reputation as a provider of high-quality, innovative solutions

This success story demonstrates the power of strategic adaptation in the face of challenging market conditions. By recognizing shifting dynamics and consumer preferences, we guided the company through a critical pivot that not only stabilized the business but positioned it for sustained growth and success.

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