Commercial War Games
Commercial War Games are immersive, competitive simulations that prepare your organization for the realities of market entry and growth. By stepping into the shoes of competitors, payers, regulators, advocacy groups, and even patients, your teams stress-test strategies before executing them in the real world.
These simulations uncover blind spots, highlight vulnerabilities, and sharpen decision-making across critical areas such as:
- Competitive Positioning: Anticipate rival launch strategies, messaging, and resource allocation.
- Pricing & Market Access: Explore payer reactions, tender dynamics, and competitor discounting scenarios.
- Go-to-Market Strategy: Rehearse commercial tactics for launch, expansion, or defense against new entrants.
- Stakeholder Influence: Understand how regulators, advocacy groups, and KOLs can shape adoption curves.
Examples Of Commercial War Games we have run:
| Type of War Game | Context | Focus Areas | Example “What If” Questions |
|---|---|---|---|
| Product Launch War Game | Pharma company preparing to launch a rare disease therapy | Competitive positioning, payer access, advocacy group influence | What if a competitor launches 3 months earlier with broader indication? |
| Pricing & Market Access War Game | Medtech firm facing tender-based procurement in EU | Pricing scenarios, tender dynamics, payer pushback | How would payers react if we price at parity vs. discount? |
| Market Entry War Game | Biopharma expanding into LATAM | Regulatory hurdles, distributor networks, competitor entrenchment | What if local regulators delay approval while a regional competitor accelerates? |
| Portfolio Strategy War Game | Global pharma with multiple pipeline assets | Resource allocation, prioritization, competitor pipeline overlap | Which asset gets funding if two competitors advance in parallel? |
| Defense War Game | Incumbent radiopharma defending share from a new entrant | Messaging, salesforce effectiveness, advocacy alliances | How do we defend if the new entrant undercuts by 20%? |
| Customer/Channel War Game | Medical device company shifting to direct-to-hospital sales | Channel strategy, distributor response, procurement dynamics | How do distributors retaliate if we bypass them? |
| Crisis War Game | Company facing safety signal or negative media | Regulator responses, advocacy narratives, competitor opportunism | If safety concerns go viral, how do competitors capitalize, and how do we respond? |
