A specialty eyecare pharmaceutical company embarked on a pivotal journey to expand its reach and redefine patient access. Having successfully launched an innovative eye drop product available directly at medical provider offices and through a company-managed pharmacy, the company set its sights on a new frontier: the medical aesthetics industry, with product launch plans initiated in Q1 2022.
However, as they entered this highly competitive and nuanced market, the company began experiencing significant “growing pains.” The transition revealed critical gaps in their infrastructure—there was no established IT strategy, limited systems in place, and an overall lack of technological and operational support to enable a successful commercial launch.
The company faced a dual challenge: not only maintaining the success of its existing eyecare business but also scaling its operations to meet the demands of an entirely new market, all while overcoming the constraints of its underdeveloped IT and commercial systems. The pressure was on to build a sustainable foundation that could support both the immediate needs of the medical aesthetics launch and long-term growth.
The Tailwinds Advisory Solution: Driving Success Amid Expansion and Growth
To address the company’s operational challenges and ensure a seamless entry into the medical aesthetics market, Tailwinds Advisory delivered a comprehensive, results-driven solution, enabling the organization to scale effectively while maintaining its stronghold in the eyecare industry.
Assigned Experienced LeadershipTailwinds brought in a seasoned expert with deep experience in both Eyecare and Medical Aesthetics to evaluate the company’s current situation. This resource quickly identified gaps and opportunities, then developed a tailored, multi-year IT strategy and roadmap to guide the company’s growth and innovation.
Supported the Medical Aesthetics LaunchTailwinds played a key role in the successful launch of the new product to the medical aesthetics market. This included assisting in the formation and enablement of a new core sales group, attracting top talent from across the industry to build a high-performing team capable of driving rapid adoption.
Developed Multi-Channel StrategyRecognizing the importance of engaging diverse audiences, Tailwinds designed a comprehensive multi-channel strategy, including plans for digital engagement, direct-to-provider sales, and pharmacy integration. This approach maximized product visibility and patient accessibility, setting the stage for sustained growth in the new market.
Implemented Program Management Office (PMO)Tailwinds established a Program Management Office to coordinate the complexities of the launch and oversee the execution of all supporting initiatives. This ensured alignment across stakeholders, adherence to timelines, and the efficient management of resources.
Managed Solution and Vendor Evaluation and SelectionTailwinds conducted a rigorous evaluation of solutions and vendors, identifying best-fit technologies and partners to support the company’s commercial and operational needs. This process ensured that the selected tools were scalable, cost-effective, and aligned with both current requirements and future growth.
Prepared and Managed the IT BudgetTailwinds delivered a detailed and actionable IT budget, ensuring financial resources were allocated efficiently while enabling the implementation of critical systems. This allowed the company to invest confidently in the technology needed to support its commercial ambitions.
The Result
Through its strategic leadership and execution, Tailwinds Advisory transformed the company’s operational capabilities, enabling a successful launch into the medical aesthetics market while strengthening the foundation for future growth. By addressing critical gaps in IT strategy, systems, and organizational support, Tailwinds empowered the company to navigate its “growing pains” and emerge as a leader in both the eyecare and medical aesthetics industries. The solutions provided ensured the company was not only prepared for its immediate challenges but also positioned for long-term, sustainable success.