Strategic Product Commercialization in a Complex Market

The Challenge

A strategic but commercially underperforming product had not been launched despite approval.

The company also held rights to a high-margin product in a promising market but was unclear about whether to enter.

The Solution

Launched the approved product through an opportunistic strategy that aligned with the company’s CSR objectives.

Conducted a comprehensive ecosystem analysis (regulatory landscape, competition, treatment protocols, internal pipeline) and demand projections to assess market entry feasibility.

The Outcome

• Achieved commercialization within 9 months after 1–2 years of inaction, with no need for a dedicated brand or sales team.

• Reallocated resources to higher-growth, strategic priorities.