Imagine a small biopharma startup launching a new class of migraine medication in direct competition with the biggest pharma company in the world — and achieving market dominance. You’d think they must have had an army of consultants, market research vendors, and every other kind of expert vetting every iota of their launch strategy.
When Biohaven went against AbbVie, they relied on one market research firm — Magnolia. This article, Many Vendors or One Partner? How Trust in an Insights Firm Led to Launch Success, tells the story of how a growing relationship of trust was instrumental in disrupting the market and launching a blockbuster, all against enormous odds.