Case Study

Navigating First Product Commercialisation

Navigating First Product Commercialisation
EARLY ASSET COMMERCIALISATION STRATEGY

THE CLIENT

A clinical stage biotech company with a strong platform and focus on rare disease and a track record of successful out-licensing, seeking to execute their first solo commercial launch. A successful first launch will confirm their shift from clinical development house to fully fledged commercial biotech

THE BUSINESS CHALLENGE

Having worked with Cello Health BioConsulting early in the development process the client required the support of Cello Health Consulting to develop and support their commercialisation strategy. The launch of this first asset, in the US as a blueprint for other defined geographies and multiple follow-on indications, will be a significant step in the evolution of this business. The commercialisation strategy must not only ensure the success of this launch but must also support the future growth of the asset, the wider portfolio and of the organisation itself. This partnership involves working with an organisation that is moving fast, resulting in a highly dynamic environment with data, insights, timelines, expectations and client team constantly evolving

OUR APPROACH

In order to develop the commercialisation strategy and the associated plan, the first-step required working with a small group of very senior leaders to define a vision of success and to develop the tools, processes, and ways of working required to deliver this. A small, dedicated team from Cello Health have built a deep and enduring partnership with the senior client team, acting as trusted thought partners and strategic navigators throughout the process. This has enabled our client to confidently and appropriately access wider Cello Health capabilities.
Each of the core Cello Health capabilities have supported this emerging Biotech as we have developed a robust strategic plan, filled gaps and generated fresh insights, engaged key opinion leaders and developed a scientific platform and publications plan.
In addition, the early part of the project involved significant work with the clinical development team to ensure that the Target Product Profile (TPP) process resulted in a clear and focused understanding of the market needs, the asset potential, and the evidence required for commercial success. In addition to the technical expertise required for such work, this phase also involved significant consideration of cross-functional collaboration, goal alignment, and an appreciation of roles, responsibilities, and preferences across the teams.
This spirit of collaboration, teamwork, and iterative thinking has resulted in a robust plan that sets a solid foundation for success – in this first indication and beyond


THE RESULT

This project has resulted in a deep partnership with the client and has included engagement of all three Cello Health capabilities (Consulting, Communications and Insight) as needs have arisen, to deliver seamless support. The core global commercial strategy is well established, and a suite of tools, processes, and ways of working is in place to support future activities. The Cello Health Consulting team will continue to support the client to further refine the commercial strategy as new data and insights emerge. The next phases of work involves planning for the US launch, while at the same time giving consideration to the future challenges of follow-on markets and subsequent indications.

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