INSTRAVI Health

Competitive Advantage in Immunology

May 30, 2025

As IL-17 therapies prepared to disrupt the immunology market, we partnered with a global brand team to shape a forward-looking response strategy. Through a multi-scenario, role-play-based competitor response planning workshop, we helped the team anticipate competitor behaviour, stress-test internal assumptions, and develop tangible, field-ready action plans—aligning stakeholders quickly and building momentum behind a clear counterstrategy.

We left with total clarity—not just on the threat, but on how to respond. It accelerated alignment and action across our regional teams — Global Commercial Lead, Immunology

Client Challenge

The client faced an emerging competitive threat: the imminent launch of an IL-17A therapy with strong positioning in psoriatic arthritis (PsA) and axial spondyloarthritis (axial-SpA). The new entrant claimed superior skin outcomes and parity on joint efficacy—risking a shift in treatment algorithms and threatening the incumbent IL-12/23 inhibitor's established market share.

Key concerns included:

  • Dermatologists initiating treatment for PsA without rheumatology referral
  • Competitive messaging focused on “first-line, better skin outcomes”
  • Innovative contracting and biosimilar-level pricing strategies
  • Loss of positioning in the bio-naïve segment

There was a clear need to anticipate the competitor’s strategy, mobilise teams, and act ahead of the launch.

Our Approach

Competitive Intelligence Simulation
We designed and facilitated a two-day competitor response workshop, bringing together global and regional stakeholders across functions. This immersive session included:

  • Deep-dive analysis of the competitor’s mindset and historical launch behaviours
  • Development of four distinct competitive strategy scenarios
  • Role-play simulation of the competitor’s moves across commercial, medical, and access functions
  • Prioritisation of response levers and risks to the current brand strategy

Scenario-Based Strategic Planning
Together with the client team, we explored four potential strategies the competitor might employ:

  • Aggressive First-Line Launch
  • Dermatology-Led Market Penetration
  • Dual Dermatology–Rheumatology Approach
  • Long-Term Investment Strategy

Each scenario was matched with a tailored counter-strategy, identifying the tactical and strategic actions needed.

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Tangible Outputs

  • A prioritised competitive action plan for global and affiliate use
  • Strategic guidance on field readiness and referral dynamics
  • Recommended updates to positioning, access strategy, and evidence generation
  • Alignment tools to support internal decision-making and team mobilisation

    Impact

  • Teams gained rapid clarity on the nature and scale of the threat
  • A cohesive global plan was activated with urgency and precision
  • The brand narrative was strengthened across both rheumatology and dermatology
  • Market share risk was reduced by pre-empting early switching behaviours
  • The workshop approach is now a model for competitor response planning across other portfolios
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Why It Worked

  • Immersive role-play brought the competitor strategy to life
  • Scenario planning created strategic confidence in an uncertain landscape
  • Output was practical and designed for execution, not just slides
  • The process enabled faster internal buy-in and decision-making

What this Means for You

If you're facing a disruptive competitor or the entry of a new class, we can help you:

  • Understand their likely strategy
  • Align internal teams early
  • Build decisive, field-ready counterplans
  • Turn competitive pressure into strategic momentum
     

    Preparing to defend your market position?

Let’s talk about how we can help you stay one step ahead.