Matured Product – Growth Strategy

The Situation: A well-established product, six years post-launch with a strong safety record and a loyal prescriber base, was facing flat growth. A newer competitor had entered the market with a more aggressively communicated clinical story. The product’s Medical Affairs team was producing output, but the evidence was not moving prescribers. No one had asked what evidence was still missing, or what the existing evidence was failing to say.

The Gabriel & Co Approach: An Evidence Gap Assessment identified the specific clinical questions the target prescriber segment had not yet seen the product answer, questions the competitor was actively exploiting. An Evidence Generation Roadmap was built around pragmatic real-world evidence studies addressing the most commercially critical gaps. A Scientific Communication refresh repositioned the existing evidence base around the clinical outcomes that actually drive prescriber confidence in the category.

The Outcome: The first real-world evidence study moved from design to submission for publication, and the communication strategy shifted from mechanism to outcomes data. Prescriber conversations in the most affected specialist segments began reopening, and share stabilised and then recovered where the evidence gap had been most acute. The competitor’s story stopped being the only new thing prescribers had heard.

A mature product is not a finished product. The right evidence, at the right time, restarts the conversation.

“Representative scenario – illustrative, not a client case study.