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Customer intelligence

The pharma brand trade-off – New product vs. established brand investment 

6 Feb 2024 | By Uniphar Team
We understand the tough decisions being made and the trade-offs around promoting valuable established brands vs. new products.

We know that VPAG is also having an impact on the commerciality of certain products. But at Uniphar we have a clear commercial solution to unlock the potential of your portfolio. 

Recent years have reshaped the healthcare industry, prompting organisations to reassess their go-to-market strategies and investment priorities. Amidst this transformation, our brand fostering offering has emerged as a valuable commercial solution for pharma. 

At Uniphar we recognise the challenges involved in such decisions and offer a unique commercial solution through our brand fostering service. 

Many of our partners have difficult choices to make on where and how spend is allocated across a portfolio of products in this changing healthcare environment. We see promotional weight typically being allocated to newer brands, often at the expense of medicines that continue to offer value to both patients and HCPs alike. 

75% of Pharma Executives said opportunities are missed to grow established products before LOE

Brand fostering enables partners to maximise sales across their portfolio without the need to make trade-offs. Leveraging our scale and expertise, we ‘foster’ a brand and assume full responsibility for sales, marketing, and other functions, allowing our partners to focus on other strategic priorities while still enjoying portfolio sales growth.  

The commercial model underpinning the brand fostering service is powered by our proprietary model which mitigates impact on our partners’ P&L and can work across existing supply chain arrangements. Our experience of implementing innovative digital and in-person services, which ensure our pharma clients achieve commercial success have made a positive impact on both primary and speciality care fostered brands. 

For one client, we increased market share by 10% in Year 1 driving from 70%-80%, gained a further 5% market share increase in Year 2 to reach 85% and achieved 120% ahead of our contractual targets. 

We found a partner we could trust to continue providing the commitment and support our patients and clinicians deserved. Uniphar delivered beyond expectations, successfully steering a mature brand through particularly challenging COVID-19 times

Business Unit Director, Top 10 pharmaceutical company

Our full-service, commercial model takes the burden off our partners by taking responsibility for all aspects of brand optimisation and management. From marketing strategies to supply chain management, we can handle it all, allowing our partners to focus on strategic priorities while still achieving portfolio growth. 

Whether your brands are established or emerging, Uniphar offers a tailored solution to optimise their potential, with different models suited to different needs and portfolio size. 

As with all of our services, data and insights are leveraged at every opportunity. In this way, partner risk is minimised and our digitally enabled commercial strategies are flexible and dynamic to achieve maximum value and patient benefit.  

Contact us today to explore how Uniphar can unlock the full potential of your portfolio. We’ll optimise your non-strategic brands, or non-priority markets, to drive growth or halt decline.

Read our brand fostering success story.