Case:
Nordic Launch: A Data-Driven Approach to Market Entry

When a global pharmaceutical company decided to establish a presence in the Nordic countries, it faced a complex challenge. Each nation—Denmark, Sweden, Norway and Finland—presented unique regulatory hurdles and market dynamics. The company needed a strategic partner to guide its entry and ensure a strong start for its portfolio of treatments.

They turned to us due to our unique approach combining quantitative sales data, real-world evidence, and qualitative market research, which could provide them with a comprehensive view of the pharmaceutical landscape.

The Challenge

The company aimed to set up a Nordic hub with a small team in Copenhagen.  The goal was to distribute and promote three of their compounds across the region. However, they lacked specific knowledge of the Nordic markets and needed a detailed strategy to navigate the complex healthcare systems of multiple countries.

Mikael Bergholdt Asmussen, Chief Advisor for Market Access at Signum, explains: “Our client required a bespoke strategy that addressed the distinct characteristics of each Nordic country. They also needed a data-driven recommendation of which country to tackle first. This meant diving deep into the data and emerging with actionable insights.”

The Solution

We developed a comprehensive Launch Acceleration strategy, beginning with a thorough Market Research.

The strategy included:

1. Reimbursement Analysis:
   We investigated the potential impact of the existing reimbursement review for the relevant Anatomical Therapeutic Chemical (ATC) group to ensure that the client was aware of the national processes and had the opportunity to initiate a dialogue with the relevant national authorities.
   
   
2. Stakeholder Communication:
   Our top recommendation was the development of value communication tools tailored for stakeholders in each target country.
   
   
3. Real-World Evidence-Based Argumentation:
   We analyzed how competing medicinal products are received in the primary and secondary sectors in the Nordics.
   
   
4. Patient Cost Considerations:
   The team argued in favor of patient co-payment strategies, recognizing their impact on treatment access.
   

Each recommendation was evaluated based on its potential impact and required investment, allowing the client to allocate resources effectively.

The Results

Our Launch Acceleration strategy provided the company with a data-driven roadmap for its Nordic market entry.

Key outcomes included:

1. A launch strategy customized for Denmark, Sweden, Norway and Finland, accounting for each market’s unique characteristics.
   
   
2. A prioritized list of action items, enabling focused efforts on high-impact areas.
   
   
3. In-depth understanding of the Nordic market for the client’s particular disease area, including barriers and opportunities in each country.
   
   
4. Tailored value communication tools for engaging with payers across the different regions.
   
   
5. A strategic foundation addressing immediate launch needs and long-term market sustainability.

Mikael Bergholdt Asmussen notes, “Our recommendations were based on sales performance data and market access insights, providing the client with a practical roadmap for success in the Nordic region.”

While specific metrics remain confidential, the client expressed high satisfaction with the depth and applicability of our recommendations. The project has established a solid foundation for the company’s Nordic operations and our collaboration was expanded to focus on value communication tools.