Switzerland: Go/ no-go decision launch of Rx product and OTC extension.
The local management of a tier-1 global pharma company wanted to understand the interest and sustainability of launching a Rx retail product in Switzerland, potentially an OTC line extension of the same product, and the impact on their own local product portfolio.
Various commercial modelling scenarios & financial forecasts were created, assessed for feasibility & risk, based on analogue historical models within the company, and external benchmarks. On the most likely scenario, a full P&L created based on the company's original marketing & sales support intended, and a sensitivity analysis, and what-if and contingency planning was developed.
The outcome suggested the launch of one of the products but not of the other one, due to high cannibalization rates, complexity risk, and low profitability.