“assess your brand true ability to act as a spoiler player”
When you launch new brand in Big pharma
When you launch new brand in Big Pharma , you need to study different competitive strategies for overcoming resistance and consider which strategy is best for you and your brand.
The Spoiler Player
The spoiler player offers an alternative option to the treatments already in the marketplace. While your competitors may control a large market share after years of developing relationships with customers and providing generally satisfactory treatment results and decent customer service, the market is always open to new approaches and innovative products that offer new radical solutions to traditional treatment solutions .
This is the way the spoiler player pulls customers away from the competition.
If your brand is a radical alternative to the current treatment practice, like a new modality that changes the treatment’s administration from daily to only once monthly, or provides an innovative treatment such as targeted immunotherapy for cancer, you have disrupted the market by restructuring the architecture in a dramatic and significantly competitive manner.
Is your brand sufficiently different or better to win as a spoiler player?
I believe it’s important to note there are few successful brands that use the spoiler player approach, but many others are ineffective because they don’t have a true ability to act in this role. They are not a radical alternative, they don’t have a dramatically significant competitive advantage over the existing players , despite that they kept completing their campaign with failed results through an improper assessment of their abilities as a spoiler.
These failed attempts have alienated themselves from their own category and become irrelevant to the customers’ needs
Their brand’s myopic viewpoint causes them to overestimate their product’s benefits, believing they can create a disruption in the market and make the existing players irrelevant, but their arrogance backfires and totally eliminates their attempt to seize control. Carefully assess your brand true ability to act in this role before you adopt the spoiler player .
