War games are conducted by companies in support of late stage clinical development, as an input for annual Brand Planning or to "stress test" decisions whose outcomes may be affected by competitors.
Effective war games are focused, have a limited number of issues and competitors covered so that the participants can really get into the depths of the issues, analyze options and create pragmatic solutions for potential challenges. We recommend no more than 50 participants in a war game session to maximize everyone's participation and engagement.
War games can be very helpful to a team of internal experts in understanding the external opportunities and challenges from a 360° perspective of all the key stakeholders in the industry. These are generally run around a specific disease state where a new competitive drug is entering the market, either by the firm itself or a competitor. War games can also be integrated into existing planning processes and conducted regularly to ensure that the business’s understanding of the external environment is regularly evolving.