GSK - Commercial Proposition Creation

Developing fresh commercial propositions to facilitate increased revenue creation.

The Client

GlaxoSmithKline, one of the world's leading pharmaceutical companies, required assistance in co-developing a lasting, reusable framework for innovation.

They wanted to formulate various propositions for concepts that were not necessarily additional brand extensions, yet would facilitate increased revenue generation.

The Situation

Together, GSK and Edengene:

Worked alongside the Consumer Health Care UK (CHUK) innovation team to provide the tools, techniques, formats and evaluation criteria needed to produce a robust innovation framework
Researched and developed a large number of propositions and potential opportunities that catered for various medical conditions, eliminating the “non starters” from the potentials
Took the potential concepts through to the next stage of the process, producing three commercial propositions, after rigorous analysis

The Solution

These three commercial propositions were well received by the CHUK executive and approved for progression
In addition, the Edengene approach to innovation and proposition development has been adopted by the innovation department.

Our clients say...

"Edengene have helped us to take a structured approach to our increased focus on innovation, taking a pragmatic approach to setting up innovation processes while also helping us to deliver new initiatives to get to market at speed. Finding such a "can-do" attitude in an agency partner, combined with quick minds and a focus on getting early results, has been very refreshing."

John Sproats,
Head of Innovation,
O2 UK

Some impressive results

How we work

Independent
Edengene operate as a wholly independent strategy house, with our main aim being effective delivery of the most constructive advice, yielding lasting impact
Pragmatic
With an open, honest approach, Edengene understand that the most successful strategies are grounded in the reality of clients markets and internal dynamics. We strive to conceive innovative solutions that deliver real results
Entrepreneurial
Many of Edengene’s consultants come from entrepreneurial backgrounds, bringing the benefits of experience in and functional expertise & delivery, in addition to the sense of determination to the project they are engaged on.
Creative
Leveraging our heritage in innovation, we thrive on bringing breakthrough thinking and ideation techniques to solve our client’s most challenging issues.

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