Criticality of Understanding Competitive Dynamics in the Pharma Market

Objective of the case study is to walk the audience through an interesting case study in which an enterprising Indian Pharma company had an opportunity to introduce a novel biologic in the US, but since the company could not /did not respond to emerging competitive dynamics, they ended up coming to the US market much later than anticipated thereby losing their first mover advantage. The case study is a very good example of what are some of typical strategic approaches adopted by Pharma companies in order to stifle competition and gain commercial advantage

Key topics

  • Competitive intelligence – must be a core function for any organization
  • Competition tracking is a continuous process and not a snapshot in time
  • The goal of the CI function should be to evolve and provide Strategic intelligence and not just competitor intelligence
  • CI team should actively make recommendations to the senior Management and their findings / analysis should enable sound decision-making

Speaker profile

Aditya Kelkar trained to be a scientist with degrees in Biochemistry and Lifesciences with a focus on Biological macromolecules. He started his career as a Research Associate designing and developing cell assays for discovering insulin sensitizers. During his tenure in research, Aditya felt that there was a huge gap in the pharma industry where most of the people making business decisions didn’t understand the science and vice-versa. He thus decided to move to the US and pursue a Master’s degree in Business. He graduated from the Keck School of Applied Lifesciences in 2010 and joined Amgen as a Competitive Intelligence Analyst. Competitive Intelligence seemed like a perfect fit for Aditya as it helped him leverage both; his scientific and business acumen of the industry. Since then, he has been working in this domain with companies such as Vertex Pharma, Cipla and has an overall experience of ~10 years across multiple therapy areas