Product & Marketing Strategy
Launch Planning
& Brand Strategy
Siena Partners helps companies plan for commercial success of
new and in-line therapeutics. Our experience extends across a
range of therapeutic areas, including oncology, respiratory,
infectious, neurologic, cardiovascular, and genetic diseases. We
work with product teams and franchise leaders to assess market
opportunities, develop launch strategies, and build brand plans
across the product lifecycle. We help integrate a commercial
perspective into clinical development—and vice versa— and tie
brand strategy to the broader therapeutic portfolio and overall
corporate objectives.
Competitive Gaming
Pharmaceutical and biotech companies must plan for complexities
and unknowns when entering new markets or anticipating new
competitive threats. Siena Partners leads teams through an
interactive process to identify high-impact future competitive
scenarios and strategize moves and countermoves, preparing them
to win in a challenging environment.
Sample Project:
“Global Brand Strategy”
The global brand team of a top-tier pharmaceutical company was
charged with building their innovative respiratory therapeutic
into a billion-dollar product. Siena Partners worked with senior
brand leadership and internal stakeholders across Europe and the
U.S. to define the five-year Strategic Brand Plan to achieve
this objective. We analyzed important customer, regulatory,
pricing, and competitive dynamics; drew out key implications and
insights; and facilitated cross-functional work sessions to gain
alignment on the strategic issues for the brand. With the team,
we mapped out long-term global strategies and initiatives to
uniquely position the brand for category leadership within this
competitively intense arena. The company’s senior management
singled out the Strategic Brand Plan for an award of excellence.
The brand has since exceeded its uptake and sales objectives for
the past 2 years and is well on its way to achieving blockbuster
status.