01 / Context
A changing therapeutic landscape.
The case asked us to examine an obesity-therapeutics launch within a competitive and changing market. Our submission reflected the information and assumptions used in the 2025 competition.
02 / Problem
Connect the launch decision to adoption.
The recommendation needed to consider how a new product could be positioned alongside an existing franchise, while accounting for the steps between a launch decision and adoption.
03 / What I did
Turn commercial levers into an action plan.
We organized the analysis around the competitive landscape, portfolio differentiation, pricing assumptions and commercial levers. The launch plan considered insurance access, provider education and support for patients navigating treatment.
Each lever was presented as a chain of current context, risk and proposed action. That structure helped connect market analysis to an execution discussion.
04 / What mattered
An executive recommendation, clearly structured.
Portfolio positioning, provider engagement, insurance access, and patient support in one launch recommendation.
Our team reached the semifinals. The preserved quarterfinal submission shows how we connected portfolio positioning with access, provider engagement, and patient support.
05 / Reflection
Whose decision needs to change?
A launch plan gets clearer when it identifies whose decisions need to change. Positioning, access, and support belong in the same discussion.
06 / Selected evidence
The record behind
the work.
MHCC 2025 semifinalist. The preserved deck is the quarterfinal submission.
Team / Bao Vo, Shiuan-Bai Ann, Jane Tang and Yulu Peng.