PHIL was planning to enter the fast growing direct to patient space with a new product that could extend their digital hub and fulfillment capabilities. They wanted support to define the product and prepare for launch, originally planned six months out. Midway through the project, market dynamics led PHIL to move the launch up by four months. We shifted priorities and delivered on the new timeline.
Our Approach
Aytza worked with PHIL to take the new product from idea to launch in just nine weeks, delivering:
- Analyzed market dynamics, identifying existing DTP programs, emerging trends, and policy shifts, which surfaced the need to accelerate PHIL’s product launch
- Assessed customer needs, buying drivers, and gaps in current DTP solutions for pharma brands, informed by direct interviews with potential customers
- Conducted detailed competitive analysis and identified white space for differentiation
- Defined the MVP scope and the feature set needed for PHIL to compete effectively
- Identified partnership requirements, shortlisted partners who could fill those gaps, and made introductions to the relevant potential partners
- Mapped regulatory and compliance guardrails that shaped product design and messaging
- Developed GTM materials, including the narrative for the new offering, pitch materials, guidance on conference prioritization and press introductions that led to media coverage
- Compiled a target list of high potential pharma customers aligned to the new product
“You were flexible, pragmatic, and became part of our extended team as we moved from idea to launch.”
— Deepak Thomas, CEO, PHIL
The Results
In just nine weeks, PHIL went from idea to a launch ready product, with a validated MVP, clear differentiation, the right partners identified, and a focused customer list to begin outreach.
