Executive Summary

A medical device client anticipated disruption from long-acting injectables that could cut needle demand by 75%. Proactive Worldwide ran a war game simulating pharma pipelines and commercial strategies. The exercise revealed a credible five-year threat, and the client implemented a proactive defense plan.

Business Question

How will long-acting injectable drugs impact our device market, and how should we prepare?

Research Approach

Proactive ran a 3-team war game with pipeline analysis, competitor forecasts, and disruption simulations.

Key Findings

Pharma innovation posed a credible 5–7 year threat.

• The client was unprepared for a rapid disruption scenario.
• Indicators and early-warning signals were mapped.

Business Impact

The client implemented a defense strategy, including adjacent innovation, new markets, and an early-warning system, reshaping board-level R&D priorities.