IDEA Pharma work with Biopharma from early through late phase development to deliver best-in-class positioning and path-to-market strategy.
The IDEA Pharma team was asked to support the strategic re-positioning of Shire/Takeda’s asset, Vyvanse. Vyvanse had seen a significant decline in sales, was facing a crowded ADHD market and contending with an upcoming patent cliff.
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- How IDEA Pharma approached the competitive assessment on commercial and clinical attributes.
- The range of positioning concepts, implications of each direction and chosen path.
- Why the pivot in positioning enabled a nearly 1B USD increase in sales.
