Case Study: Global Market Entry
Case Study Ⅰ
- Bionest’s client, a U.S.-based company with a unique monoclonal antibody targeting an ultra-rare disorder, invited Bionest to clarify the requirements of a “Go-it-alone” strategy for the launch of its lead product in Europe. We tested the validity of the strategy and determined the most appropriate EU structure on a “pro forma” basis.
- We performed a pricing study as part of an assessment of the market opportunity and found significant upside in pricing owing to the uniqueness of the drug. We explored the benefits of using the Early Access Program and recommended its use as part of the “Go-it-alone” strategy.
We looked at optimal headquarters location, benchmarked tax structures, legal and accounting service providers, and defined European Union deployment of the product.
Value for the Client
- Following the approach we devised, our client developed an EU structure and physical distribution model for its product using a highly decentralized model. The early access program was used extensively and permitted our client to wait for optimal pricing. Today, this product launch is perceived as one of the most successful specialty product introductions in Europe.
Case Study Ⅱ
- Bionest’s client, an international commercial-stage biotechnology company, was in the process of acquiring an approved product to re-launch it in the EU4 (Germany, France, Italy and Spain). The challenge was very significant as the client had no existing European infrastructure, and needed, within 12 months, to take over all responsibility for the product: sales, marketing, distribution, as well as all regulatory aspects.
- We took over specific assignments from the company, providing dedicated staff to develop the organizational strategy, sales force model and sizing, marketing materials and the recruitment of task force members in Europe. We used a very operational approach to optimize the process and provide a practical solution for the client.
Value for the Client
- Bionest’s identification of key success factors aided our client’s re-introduction of the product into EU4 countries in a reduced timeframe. We used an unconventional approach, dealing with contract sales organizations and third parties to speed up recruiting and training of resources without the necessity to build up infrastructure. Within six months, this virtual organization was up and running, and one year later sales are on the increase.