Corporate Strategy Realignment
Identifying untapped value to optimize revenue and market share
in Thailand
To assess the full potential of the marketplace, the
Axios’ affordability model was then used to estimate and
segment the full patient population based on ability to
pay. KOL interviews were conducted to better
understand the Thai healthcare context from those onthe-ground, gather further insight on how current
available treatments are meeting patients’ healthcare
needs and to identify potential areas for improvement
and future pipeline opportunities.
Furthermore, current sales force efforts were reviewed to
determine if any adjustments were necessary to align
the structure of the sales force with the newly identified
patient population and treating physicians.
Seeking a Novel Commercial Strategy
A Thailand-based affiliate of a leading global
pharmaceutical company was looking to identify how to
reposition their commercial strategy to allow their
pharmaceutical business to grow in the short- and
medium-term within the increasingly competitive
healthcare landscape in Thailand. More specifically, the
affiliate strived to increase sales of its key products
across all distribution channels to capture a more
significant part of the market. To do so, the company
enlisted the help of Axios International to create a 3-year
business plan that would identify innovative and locallyrelevant strategies to set them apart from their
competitors.
Based on the information that had been gathered
through the in-depth analysis of the company’s business
model, a three-day management workshop was then
organized and executed by Axios. The purpose was to
define the commercial strategy objectives and a detailed
execution plan with clear action items. To ensure
alignment and agreement on set objectives, the
workshop included 30 participants from various levels
within the company.
Illustration of Axios’ Patient-Centric Approach
A Patient-Centric Approach
According to Axios’ patient-centric approach, developing
the proper strategy involves analyzing key business
drivers through the eyes of the patient in order to identify
otherwise untapped value in the marketplace .The graph
to the right illustrates this theory and the opportunities
that exist across population segments once the proper
strategy is in place to reach these groups.
In order to first fully understand the company’s existing
business drivers, patient demographics and sales force
strategy, Axios first assessed the company’s current
business model. Given Axios’ patient-centric approach,
an analysis was conducted to determine where the
current patients were coming from, which physicians
were serving this share of the market and other potential
patient populations based on need, geography and
access to healthcare.
Driving Out-Of-The-Box Thinking
Over the course of three days, workshop participants
worked together to brainstorm, identify and ultimately
prioritize six strategic initiatives that were aligned with
the in-depth analysis presented by Axios. Each initiative
had a clear objective and a 30-day plan-of-action. Axios’
patient-centric approach was able to stimulate new, outof-the-box thinking and enabled the company to see its
business in a different way.
www.axios-group.com