Asymmetry Case Study BioPharmaProduct Strategy Driving focus, choice-making, and disproportionate investment with a stagnating rare disease asset at a mid-cap biopharma company. The head of U.S. marketing for a rare disease product recognized the need to substantially overhaul the brand strategy for her ~$400M product in order to sustain growth against challenging market andcompetitorheadwinds. The client engaged Asymmetry Group to evaluate the current product strategy, conductmarketandinternalanalyses,and lead a cross-functional team to create a focused, choice-based product strategy that would endure 3-5 years and drive execution. Asymmetry tailored a brand strategy process specific to the opportunities and challenges for this unique product and therapeutic category. We conducted rigor

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