Turning 9% market share into market leadership

Cheemia supported a pharmaceutical company whose product held just 9% market share in a devolved NHS region despite strong performance nationally. A region-specific market access strategy helped unlock adoption and establish the brand as market leader.

The challenge

The product performed well across much of the UK but remained underused in one devolved NHS region. Market share was just 9%.

Local decision-making structures and funding pathways differed significantly from other parts of the NHS. National strategies were therefore not translating into local uptake.

A new approach was needed that reflected the regional structures shaping prescribing and formulary decisions.

Cheemia’s approach

Cheemia designed a region-specific access and engagement strategy focused on the local NHS environment.

The work included:

mapping key influencers across three clinical networks
navigating a unique procurement pathway and triggering a competitive tender
recruiting a local Key Account Manager
deploying contract sales support to strengthen regional engagement
shaping communications aligned with formulary protocols
using a multichannel engagement approach to support adoption

Engagement was coordinated across 14 health systems, ensuring that local decision-making structures were understood and addressed.

Outcomes

Within 24 months, market share increased from 9% to more than 50%.

Success in one devolved UK nation unlocked further growth and created the uplift needed to secure UK market leadership.