Segmentation as a Shield: Oncology Competitor Threat Response
When an established competitor announced new data in an indication critical to our client’s upcoming launch, we moved quickly to assess the threat and define a segmentation strategy that protected our client’s positioning. We analysed the competitive clinical profile, evaluated segmentation frameworks based on treatment decision drivers, and co-created a validated model that enabled the client to focus efforts where they had the strongest advantage—both clinically and commercially.
We were under intense pressure to respond to an unexpected competitor move. The team delivered fast, clear thinking and ran a brilliant workshop that brought the whole team together around a smart, actionable strategy. Hugely appreciated — Global Marketing Lead, Oncology Franchise
Client Challenge
A global oncology team preparing to launch in first-line metastatic breast cancer was confronted by a new clinical data release from a competitor already well-known in adjacent indications. The client urgently needed to:
- Understand where this new data might shift treatment choices
- Isolate patient subgroups where their therapy had a stronger benefit–risk profile
- Avoid wasting commercial effort in areas where the competitor’s clinical fit was stronger
Our Approach
1. Rapid Threat Assessment
We analysed the clinical and strategic implications of the competitor’s data, identifying:
- Key differentiators and vulnerabilities
- Likely adoption behaviours
- Patient segments most exposed to competitive displacement
2. Segmentation Framework Development
We created multiple segmentation models based on real-world treatment drivers, such as:
- Biomarker status × disease burden
- Disease burden, progression speed, and biomarker status
- Stage of disease × biomarker status
Each segmentation approach was assessed based on opportunity size, strategic clarity, and competitive risk.
3. Cross-Functional Workshop Facilitation
We convened global commercial, medical, and insight leaders in a fast-turnaround workshop to:
- Evaluate each segmentation option
- Pressure-test attractiveness, risk, and fit
- Align on a preferred segmentation structure based on real-world behaviours
4. Final Strategy Output
We finalised a segmentation model that prioritised patients with high disease burden and rapid progression—where the client’s therapy had the strongest differentiation—and de-emphasised segments where the competitor’s presence or data strength was likely to dominate.
Impact
- Delivered a workshop and validated segmentation strategy within days of the competitive data release
- Empowered the brand team to focus on high-opportunity, low-risk patient groups
- Aligned global functions around a consistent targeting and messaging approach
- Informed HCP engagement strategy and supported objection handling
- Strengthened confidence heading into a complex and evolving launch environment
Why It Worked
- Balanced speed and depth—responding quickly without sacrificing strategic quality
- Grounded segmentation in decision drivers, not just demographics
- Built shared ownership through co-creation and stakeholder engagement
- Focused the brand on where it could lead, not just compete
What This Means for You
If you’re preparing for a launch in a crowded or fast-moving market, we can help you:
- Segment your opportunity space with competitive and clinical clarity
- Protect your strategic position through agile response planning
- Enable confident commercial decisions under uncertainty
- Align global and regional teams around a winning path forward
Need a segmentation strategy that withstands competitor disruption?
Let’s talk about how we can help you move fast—and position smart. Hit the get in touch button below.