CONTEXT & CHALLENGE
Musculo-skeletal therapeutic area (TA) still in its infancy, with only one new product in the pipeline.
>>> How to make the Musculo-skeletal TA a strong business pillar that helps deliver the company’s 2030 ambitions?
APPROACH
Step-by-step strategy development & alignment process (Exec; general managers; key functions):
• Involving key stakeholders from start
• Anchoring the recommendation in facts & data
• Bringing clarity on where to play & why
RESULTS
• TA strategy approved at global level and funded for implementation
• Clear investment roadmap for priority indications and markets
• First Rx brand under the musculo-skeletal TA launched
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