Genentech
Genentech: Repositioning a $3B+ Breast Cancer Therapeutics Portfolio Given Potential Market Entrants
When a leading biotechnology company's flagship oncology portfolio faced competitive pressure, I helped develop a comprehensive repositioning strategy that strengthened its market leadership.
PROBLEM
Genentech's established breast cancer portfolio was facing increased competition with new biosimilar entrants. It needed to quickly reestablish itself as the market leader and differentiate on both clinical and non-clinical benefits.
APPROACH
I led a strategy update, starting with in-depth research to understand unmet patient and physician needs. I developed new positioning that highlighted the portfolios unique benefits and created messaging that helped oncologists make better treatment decisions. Working across multiple departments—strategy, medical affairs, commercial, and marketing—I built an integrated go-to-market plan that included key opinion leader perspectives and the decision to invest heavily in promoting its new clinical data.
OUTCOME
These strategy changes, clinical data expansions and renewed commercial efforts drove revenue growth and sales team effectiveness improved by 2x, with more efficiently allocated resources and establishing strong competitive advantages.