Transforming a Global Oncology Playbook into a Local Market Activation Framework 

Main challenge

A global pharmaceutical company needed to transform an existing oncology commercial playbook from a static strategic document into a clearer, more actionable framework that local markets could confidently adapt and activate.

The client already had strong strategic foundations, including segmentation work, adoption-stage thinking and approved messaging. However, these elements existed across multiple disconnected materials and lacked a clear operational structure for local activation.

Local teams needed a practical way to connect:

into one coherent engagement model that could support practical HCP engagement.

The project also required careful alignment across global brand, marketing, medical and local market teams, while balancing strategic consistency with local flexibility.

The core challenge was to turn complex global strategy into a practical activation framework that local markets could easily understand, adapt and implement. 

The winning formula

With more than 10 years of experience supporting oncology and rare disease brands, Vivanti acted as both a strategic consultant and operational partner.

We restructured fragmented strategic inputs into one practical activation framework, supporting segmentation and persona development, adoption ladder integration, approved messaging alignment, localisation guidance and field-ready activation examples.

Rather than treating segmentation, personas, adoption stages and messaging as separate components, we connected them into a clear engagement logic that local teams could use in day-to-day commercial planning.

The framework helped local markets understand how to tailor engagement by customer type, how messaging should evolve across adoption stages, and how approved messaging could be linked to DAB-ready activation examples.

Beyond strategy, Vivanti also supported development of approved emails, CLM materials, CRM segmentation and Next Best Action triggers aligned to customer segment and engagement strategy.

This helped the client move beyond a static playbook toward a more scalable activation framework that could support omnichannel orchestration and field activation.

The Impact

The final framework was successfully rolled out across 22+ European markets, giving local teams a clearer and more practical way to activate global oncology strategy.

The project delivered:

• Stronger local activation - local markets gained a clearer structure for adapting global strategy into practical engagement plans.
• Better strategic consistency - segmentation, persona-led messaging, approved messaging and adoption-stage activation logic were connected into one coherent engagement model.
• Faster localisation - approved messaging was linked to DAB-ready activation examples, helping markets accelerate localisation of compliant promotional materials.
• More personalised engagement - CRM segmentation and persona-based customer tagging enabled more personalised CRM-driven engagement journeys.
• Next Best Action enablement - triggers were configured by segment and engagement readiness, helping local teams guide engagement in line with customer segment and engagement strategy.
• Omnichannel and field activation - the framework supported omnichannel orchestration and field activation across local markets.
• Stronger stakeholder alignment - the process strengthened collaboration and confidence across global brand, marketing, medical and local market teams.
• Continuous optimisation - CRM feedback loops created a foundation for continuous optimisation over time.

Most importantly, the project transformed a static playbook into a scalable activation framework, improving consistency between global strategy and local execution while giving local teams the confidence to activate the framework in their markets.