Our oncology client was launching an innovative first-in-class treatment into an area of high unmet need giving them a strong leadership position. However, the competition was set to launch within 12 months challenging their leadership position. We worked with our client to develop a category leadership strategy, vision, and mission executed through an external advocacy initiative to ensure the differentiated benefits of the treatment and company’s commitment to the space were understood and top of mind among the broad community. 

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Our initial focus was engaging the internal team through a series of workshops to demonstrate the importance and benefits of category leadership to add value beyond the pill, and co-create the leadership strategy, vision, and mission. We developed a strong identity, narrative, and language that emphasised the client archetype aligned with brand strategy. And we developed supporting tools to embed this leadership mindset in the team, ensuring they were able to articulate the leadership position internally and externally.