Global Positioning for a New-to-Market Oncology Brand

Launching five years behind the market leader, our client’s prostate cancer therapy risked being perceived as a commodity. We partnered with global and regional teams to shift the narrative—building an ‘above-competitor’ positioning rooted in broader market needs and long-term clinical strategy. Through a structured and collaborative process, we developed and embedded a differentiated brand position that resonated across functions and regions, and helped redefine the product's role in the treatment landscape.

I have really enjoyed working with you all and I am really happy with the outcome — Global Marketing Leader, GU Oncology

Client Challenge

The client was preparing to launch a prostate cancer product across four indications over a five-year window. Challenges included:

• Late market entry compared to the main competitor
  
• Internal scepticism and low buy-in from regional teams
  
• Complex and evolving market dynamics over the planned launch timeline
  

There was an urgent need for a unifying global brand position that could:

• Differentiate the product beyond “me too” perception
  
• Address changing market needs
• Engage and align global and regional stakeholders

Our Approach

1. Market and HCP Insight Gathering
We conducted in-depth qualitative research with healthcare professionals across key regions. This uncovered regional market drivers, shifts in clinical practice, and future trends. We framed the positioning at the market level—not just within the treatment class.

2. Iterative Concept Development
Working closely with both strategy and insight teams, we enabled an agile, collaborative process for concept development and testing. This ensured positioning options evolved in real time and reflected stakeholder input.

3. Internal Engagement and Activation
We ran a series of structured engagement sessions to build belief and ownership across internal teams:

• Market Shaping Workshop: Brought regional teams into early-stage thinking to encourage co-creation and buy-in
  
• Medical Team Enablement: Introduced the concept of commercial positioning to the medical function to broaden cross-functional understanding
• Positioning Refinement Workshop: Enabled regions to shape the final articulation, reflecting local market realities 

Impact

• A clear and differentiated global brand positioning was agreed and adopted
  
• Cross-functional alignment and enthusiasm built around a shared launch ambition
  
• A pivotal registration trial was re-designed to better support the refined positioning
  
• A broader clinical development and data-generation plan was created to substantiate future claims
• The project established a model for collaborative positioning across oncology assets

Why It Worked

• We focused on market evolution rather than product comparison
  
• Positioned the brand above the competitive set, not just against it
  
• Involved global and regional voices from the start
• Created clarity and belief at both strategic and tactical levels

What This Means for You

If you’re bringing a late entrant to market, we can help you:

• Define a unique space that reframes market perceptions
  
• Drive internal belief in a differentiated launch vision
  
• Align cross-functional teams around a clear, actionable strategy
  
• Build a development plan that supports your positioning
  

Need to reposition your brand against tough competition?

Let’s talk about building a strategy that moves your team—and the market.