Competitive simulations are of the key tools THRIVE uses to help clients successfully navigate product launches and identify potential competitive responses. These exercises have been a staple in the military exercise for decades, and for good reason. THRIVE’s experience with competitive simulations has allowed clients to test the effectiveness of different tactics without real world consequences. Ultimately, this helps clients prepare to make the tough decisions once there are real world stakes.
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Client is the CMO of a fast growing pharma company in Asia. The company recently acquired rights to market a cardiovascular (CV) drug across its 12 markets. The company as an organization has no expertise commercializing CV drugs and has less than 6 months to prepare for the launch in the first critical market.
CMO and THRIVE discussed how to best jump-start the launch preparation process and decided to conduct a “war game” with ~60 cross-functional participants.
Use a war game to accomplish the following:
1. ENERGY: introduce client organization to [drug X] and its importance for the organization; develop a sense of urgency and ownership for [drug X]
2. KNOWLEDGE: common understanding of [drug X] and the market and competitive dynamics
3. FOCUS: shared understanding of key success factors for launch
4. ACTION: specific plans for how to incorporate what was learned during the game into tactical and strategic plans in each and all countries
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