Fertility Commercial Advisory Board
Transforming global HCP insight into actionable brand strategy through collaborative advisory boards.
The Goal
Commercial success in fertility requires more than scientific excellence; it depends on understanding how healthcare professionals make decisions, communicate with patients and respond to changing societal trends. A global pharma partner wanted to move beyond traditional advisory boards by creating a collaborative forum where emerging ART specialists could actively shape future brand strategy, patient engagement and scientific communications.
The objective was to capture authentic clinical insight, build consensus across international experts and generate practical recommendations that could directly inform future commercial and medical initiatives.
Our Approach
For multiple years, we have supported a commercial advisory board that brings together young global ART experts to work through the clinical, strategic, and societal dimensions of fertility care.
Utilising the group of experts a global pharma partner selected, we worked with the team to deliver a highly interactive two-day commercial advisory board that combined pre-meeting research with facilitated workshops and structured discussion.
Rather than relying solely on traditional presentations, every session was built around co-creation, using advisor insights, collaborative exercises and real-world clinical experience to develop evidence-informed recommendations for brand positioning, patient communication and future strategy.
The agenda for the latest iteration combined interactive workshops with plenary discussion across five focused sessions: patient-journey mapping split by younger and older patient cohorts; a "brand on a page" positioning exercise for two fertility products in the portfolio; a plenary on the HCP's role in addressing the societal and economic drivers of declining birth rates; a narrative-crafting workshop split by patient population to build product storylines grounded in clinical priorities; and a session on translating complex scientific data into messaging that would actually shift prescribing conversations.
The result was a workshop-led advisory board that translated expert opinion into clear, actionable outputs for the global brand team.
How We Supported the Programme
Insight Generation
- Visualised and interpreted the pre-ad board survey results, turning raw advisor responses into clear, digestible insight ahead of the meeting
Workshop Design & Facilitation
- Helped to structure a collaborative agenda focused on patient journey mapping, brand positioning, scientific messaging and future healthcare challenges
- Provided onsite attendance to capture insights directly from the breakout discussion as they happened
- Developed a detailed meeting report consolidating every session's output; patient-journey algorithms, brand positioning statements, narrative insights and societal recommendations, into a single, structured document for the client team
Outcomes
- Consensus-driven, patient-journey algorithms differentiated by age group, capturing real clinical decision logic rather than assumptions
- Two distinct, advisor-built brand narratives grounded in what resonates with HCPs
- A clear signal on which scientific data points most effectively shift prescribing behaviour
- Concrete recommendations on policy advocacy, data transparency and patient education themes HCPs are willing to champion
- Strong qualitative feedback: advisors described the format as fostering deeper discussion than major congresses, valued the continuity of the initiative, and explicitly asked for it to continue
- Designed around co-creation rather than consultation, the advisory board helped transform the perspectives of emerging ART specialists into actionable recommendations for brand strategy, scientific communication and patient engagement, ensuring future initiatives reflected the realities of clinical practice.