Case Study

Portfolio Prioritization

Customer Context

Global biopharma company
Digital lead looking to launch first successful digital solutions for portfolio therapies
Digital lead sought clarity on strategic priorities of brand leads and struggled with inconsistent interest in digital across key brand stakeholders
Engaged BrightInsight to identify and prioritize actionable digital opportunities across the portfolio

The Process

High-level Framework to Prioritize Digital Investments

Portfolio

Strategic priority of drugs, revenue & growth
Pipeline stage, clinical efficacy and intended usage
Marketing and sales spend
Unmet commercial, access, or experience needs

Competition

Key competitors & market leader positions
Drivers of/barriers to market leadership
Competitors’ digital health maturity
Internal capability gaps

Market & Access

Digital health adoption history in target market
Reimbursement profile of drug & digital products
Regulatory requirements
Key market events or triggers

Customers

Clinical workflows and patient journey
Patient / HCP segmentation
Penetration and reach for key stakeholders in the patient journey
Known pain points in the patient journey

Digital

Current internal digital products, population or patient level
Technology roadmap
Required internal and external integrations
Budget & time constraints for digital investment, if any

Project Outcome

Identified key digital success factors
Aligned on prioritization framework and “reasons to believe”
Prioritized digital opportunities, accounting for innovation orientation of brand leads
Defined actionable digital investment roadmap
Achieved cross-functional buy-in from digital and brand stakeholders

It was always our vision to have a digital strategy for each TA but we never had one…this effort jump-started our strategic planning and pushed us to action."

- VP, Digital Health

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