1. How to Anticipate and
Outmaneuver Your Rivals: A
Case Study of Achieving
Advantage in Pharmaceuticals
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 22 January 2014
~ featuring ~
Cliff Kalb
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Dr. Craig Fleisher
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2. Cliff Kalb
Cliff Kalb is the President and Owner at C. Kalb and Associates, LLC.
and has four decades of experience in the pharmaceutical industry,
both as a consumer and producer of intelligence. Cliff was
formerly Senior Vice President with Wood Mackenzie’s Life
Sciences Consultancy, and served as the Head of Strategic Business
Analysis at Merck & Co, Inc., their global intelligence function. Mr.
Kalb is Past President of both SCIP and PBIRG (Pharmaceutical
Business Intelligence and Research Group) and earned their
Lifetime Achievement Award. A SCIP Meritorious and Fellow
award winner, he has been named as one of the top 100 most
inspiring people in the pharmaceutical industry by Pharmavoice,
and serves on the Advisory Board of Pharmaceutical Executive
Magazine.
Email: CKalb55205@aol.com
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve realworld business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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3. Questions, Commentary & Content
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Use the Questions pane on your GoToWebinar
control panel and all questions will be answered in
the second half of the hour.
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Slides will be available after the webinar for
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To view the recording and download the PPT file,
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4. Introduction
The Pharmaceutical Industry
 Long lead times
 Product life cycle
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5. The Intelligence Collaborative
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6. Case History
Anticipating and Outmaneuvering Competition
Reaction
Action
Pre market
testing
Hypothesize
positioning
Analysis
Data
gathering
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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7.  Ongoing tracking
Data
gathering
 Literature/published studies
 Professional medical meetings
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8.  Efficacy and safety data
Analysis
 Propose a professional label
 Build hypothetical label
 Identify anticipated product profile
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9. Hypothesize
positioning
 Identify most likely source of post
marketing competitive advantage
 Build theoretical “USP”
The Intelligence Collaborative
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10. Pre market
testing
 Create competitor’s selling story
 Convert story to sales aid
 Test sales aid with customers
The Intelligence Collaborative
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11. Apply learning to marketed brand
Action
 Review original submission of
marketed brand for data on USP of
new brand
 Determine if USP could be applied
to marketed brand
 Apply learning and design sales
tools to adjust positioning
 Roll out new USP
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12. Reaction
Competitor’s response
 Observed revised strategy of
marketed brand
 Decided to submit new data to
alter launch strategy
 Submitted new clinical trials and
supplemental application
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13. Outcomes
 Competitor’s product launch was
delayed 18 - 24 months
 Marketed brand captured new
competitive position
 Market share and brand protected
 Market share and brand grew
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14. Financial Benefits
Competitor’s
original planned
launch date
 Analysis conducted of how this
competitor performed in other Rx
fields in first 18 - 24 months post
product launch
$
 Delay of competitor and required
repositioning - worth $300-400
million in incremental global sales
 Improved brand profitability due
to better new positioning
Marketed
brand
Competitor’s brand
The Intelligence Collaborative
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Time
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15. Thank you!
Now -- it’s time for some Q&A.
Cliff Kalb
Email: CKalb55205@aol.com
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve realworld business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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