With biosimilars slinking around the corner, and specialty areas crowding with competitors, commercial planning today requires the dexterity of consultants with real-world launch experience and organisational excellence.


CBPartners' Commercial Planning practice will never simply deliver results – facts and findings are taken to the next level for meaningful insights, comparative revelation, and strategic guidance.


The firm has pioneered methods to provide meaningful commercial insights that can move from the conference room into the field with ease.

Case Studies

We believe the best way to understand how we can help you is by showing you how we have helped our clients in the past. 

Click on any of the case studies below to understand the types of issues we address.


PROJECT TITLE: Partnership Evaluation and Selection Support PROJECT OBJECTIVE: To develop partnership selection criteria and a short-list of potential commercialisation partners for a USA-based biopharmaceutical company APPROACH:
  • Construct a needs assessment for the client company for effective global commercial operations
  • Conduct workshop with core client team to discuss the needs of the company
  • Develop partner selection criteria
  • Conduct global competitive intelligence programme to identify potential partners
  • Develop short-list of potential partners, including guidance for each potential option
  • Short-list of potential partners
  • Recommendations on partner selection criteria
  • Global competitive intelligence document on over 800 potential companies
  • Overall strategy for expanding global reach for portfolio under development


PROJECT TITLE: PRODUCT X Franchise and Brand Planning in USA, EU5, JPN, BRA, RUS, CHN, MEX, TUR, and KOR PROJECT OBJECTIVE: To develop a franchise plan for the commercial success of a next generation therapy while preserving the revenue and clinical placement of a first-generation asset APPROACH:
  • Conduct affiliate kickoffs and hypotheses session to gain project buy-in and understanding of local issues
  • Structure brand planning blueprints and review with global brand team
  • Conduct physician research in each market to understand clincial guidelines, value drivers, likely placement of therapy for new agent, and differential value of new agent
  • Complete global brand plans based on learnings from physician research
  • Conduct workshops with each local affiliate to discuss the validity of the brand plans
  • Develop final guidance for brand launch plan in each market and for the global brand
  • Global brand plan and franchise strategy
  • Guidance to maximise revenue and minimise product cannibalisation
  • Market-level brand plans for physician engagement and guideline influence


PROJECT TITLE: Global Patient Segmentation and Messaging Strategy PROJECT OBJECTIVE: To develop a messaging and awareness campaign for each segment of potential patients in all stages of awareness and disease progression in USA, EU5, and BRA APPROACH:
  • Develop market-specific hypotheses for patient-level issues related to awareness and access to care
  • Conduct affiliate kickoffs and hypotheses sessions in all seven markets
  • Conduct in-depth interviews with over 100 patients around the world to better understand the patient journey
  • Field online survey with sample of over 2000 respondents
  • Develop patient messaging strategy based on segmentation in order to raise awareness and utilisation of PRODUCT X
  • Market-level segmentations and global brand strategy to maximise commercial opportunity for PRODUCT X
  • Patient journey and awareness spectrum, including patient attributes as they progress through the continuum


PROJECT TITLE: PRODUCT X Specialty Distribution Strategy Assessment PROJECT OBJECTIVE: To determine the optimal dispensing and distribution services required to maximize the access of PRODUCT X in the USA, including the specialty distributors / pharmacies (SPPs) best suited to achieve brand objectives APPROACH:
  • Assess clinical needs and perceived payer issues, including the differences between the SPP and retail experience for all stakeholders (patients, physicians, and payers)
  • Evaluate the set of specialty services in place for PRODUCT X’s competitors, and identify any innovative manufacturer programs, vendor services, and distribution models currently employed
  • Identify and rank SPP services promoted for patient, provider, data, and distribution management services, with emphasis on distinguishing core free services from custom paid services, including key capabilities specific to PRODUCT X’s therapeutic area
  • Understand the business implications associated with an open distribution with SPP contracts versus limiting distribution to a select number strategic SPPs to drive better compliance and adherence
  • Via primary and secondary research with payers, physicians, and SPPs, assemble pros and cons of each top vendor, including priority questions to probe on during vendor selection meetings
  • Recommend overall distribution approach, model, and vendors for PRODUCT X
  • Deliverable with recommendations around overall distribution approach and model for PRODUCT X, as well as PRODUCT X’s brand objectives mapped to prioritised SPP services
  • Priority SPP vendor assessment (including strengths and weaknesses of each SPP service offering, recommended approach and rationale, and degree of SPP oncology capabilities) for internal socialisation
  • SPP “playbooks” (including geographic concentration, core capabilities, added/ancillary services assessment, case studies, and high-level deal structure/parameters) to guide potential meetings with selected vendors


PROJECT TITLE: Stakeholder Mapping and Influence Strategy in China PROJECT OBJECTIVE: To develop an engagement plan for a biologic in the MS space to achieve national and provincial listing in key cities APPROACH:
  • Conduct workshop in China with local affiliate to discuss current state of provincial reimbursement and planning for access
  • Conduct primary research with provincial and national reimbursement authorities, as well as clinical KOL advisors
  • Conduct a final workshop to define strategy for local affiliate and global interaction for attaining national access within three years
  • Engagement plan and strategy, with sufficient evidence, for brand access
  • Workshop materials and facilitation