Segmentation and Positioning
Optimising franchise success in a rapidly evolving hyperlipidaemia market.
The Client and Challenges
With a potential for treatment trends to shift toward combination therapies, there was a need to strategically position two assets in the franchise to meet evolving patient and prescriber preferences. A clear co-positioning strategy was required to capture distinct patient segments, avoid internal cannibalisation and maximise commercial growth across the franchise.
The Osprey Approach
Mapped the future market landscape and patient flow to identify key leverage points across the treatment pathway. Conducted internal stakeholder interviews and secondary research to identify trends likely to influence clinical practice and stakeholder behaviours. A 1.5-day workshop was facilitated to pressure test a “needs states” framework, assessing each asset’s ability to compete across priority segments and differentiating against competitors.
Output and Impact
Delivered an evolved market segmentation and “needs states” map, defining clear “where to play” and “how to win” choices. Established a co-positioning framework that clarified the distinct role and value proposition of each asset, enabling them to play for mutual benefit. Defined a phased evolution of asset and franchise strategy to support sustainable franchise growth.
