A leading global biopharmaceutical company
Faster time-to-peak revenue
Legacy revenue preserved
Ahead of launch targets
Challenge
Facing patent cliffs on two blockbuster therapies, the company needed to accelerate launches of next-generation oncology assets while maximising remaining revenue from mature brands across 30 markets.
Approach
We redesigned the go-to-market model around omnichannel engagement, deploying AI-driven physician targeting and next-best-action engines. We restructured the commercial organization from geography-based to therapeutic-area-aligned teams and built a launch excellence playbook that reduced time-to-peak-revenue by 40%.
Impact
The first new therapy launched reached peak-year revenue projections 18 months ahead of plan. Legacy brand managed decline was slowed by 25%, preserving $1.2 billion in cumulative revenue over three years.