Shaping a winning competitive strategy to accelerate uptake

The client faced a rapidly evolving competitive landscape in five key markets, with increasing innovation and shifting treatment dynamics creating uncertainty around how to position and defend their multiple myeloma asset.

They needed to know how future market changes would impact HCP decision-making, where adoption risks existed and how to respond with effective counter-strategies. Crucially, insight alone was not enough: they needed practical, actionable guidance that they could deploy quickly across markets.

We designed a multi-phase qualitative programme to uncover the real-world drivers of HCP behaviour, then turned the findings into bespoke AI agents representing HCPs and competitor brands, trained on the study data and existing intelligence. The team used these agents in workshops to test competitive scenarios, develop counter-strategies and pressure-test tactical responses together, turning insight into a shared, actionable direction.

The work replaced fragmented, market-by-market thinking with a single competitive view across the five European markets, giving the brand team a shared basis for prioritising opportunities and aligning positioning faster than the previous planning cycle had allowed.

What started as a one-off scenario-planning exercise became something the client wanted to keep using. As confidence in the AI agents grew, the team embedded them as an ongoing capability, continuing to test strategies, stress-test new competitor moves and inform commercial decisions long after the original project closed.