Maximizing Commercial Value Through a Dual-Brand Strategy
Challenge
We assessed the feasibility of a dual-brand approach. This included regulatory pathway mapping, pricing risk analysis, and adjustments to the clinical development strategy. We proposed establishing an independent development track for the broader indication, supported by a separate brand identity and tailored clinical narrative.
Solution
Impact
The client preserved premium pricing in the orphan indication while unlocking a new revenue stream in the broader market. The second brand enabled differentiated positioning and avoided cannibalization—ultimately expanding the asset’s commercial potential without undermining its original value proposition.
A mid-sized pharmaceutical company was finalizing development of a product for an orphan indication. While clinical results were promising in this niche setting, the same mechanism of action held potential for a high-unmet-need, broader indication. However, launching into the broader market risked substantial price erosion—potentially compromising profitability in the orphan setting.