Bringing treatments to life
Bringing clarity to commercial planning across US, EU4+UK and China
Consulting Redefined
Go-To-Market (GTM) is becoming increasingly challenging. Investors expect sharper plans. AI and China’s rapid innovation open new paths, while intensifying global competition. Political headwinds make ex-US success more important, while breakthrough modalities (from GLP-1s to stem cell and rare-disease therapies) demand more innovative, sustainable commercialisation models.
More questions, fewer hands, and less time.
Winning now requires smarter and truly glocal GTM planning anchored in local market nuance. However, traditional consultancies still struggle to integrate CN with US/EU perspectives, reduce layers and overheads so budget is focused on client-facing expertise, or work with the agility that biopharma requires in this new environment.
This is where Vivara Consulting comes in. We combine local market depth, integrated global thinking and direct access to senior expertise, helping clients make faster, sharper decisions without the layers and complexity of a traditional large-team consulting model. With Vivara, you get a partner who truly understands local market nuances and global perspectives, with an engagement model reflecting the new biopharma reality.
Tony Xu, PhD
Managing Director, Vivara
Solutions
Defining Early Commercial Strategy
Obtaining Local Market Insights
Market Landscape
What really drives the difference between the US, EU, and CN markets? What is beneath the ‘surface level’ understanding of different awareness, diagnosis, and reimbursement?
What opportunities and risks does the local market present (e.g., novel accelerated commercialisation routes, clinical development and IIT pathways, local assets/ innovation)?
Which market forces most influence our valuation and GTM strategy?
Stakeholder Insights
How do HCPs/ payers/ patients/ other stakeholders perceive our therapy? What barriers block adoption, and which levers along the product or patient journey could accelerate uptake?
What are our discrete segments (e.g., Medical Education gaps, value perception, patient access)?
How should our strategy tailor to segments (e.g., ‘pathfinders’ vs ‘brand builder’ vs ‘value generation’)?
Building a Winning GTM Model
NPP/ Portfolio Strategy
How can we shape our portfolio for sustained growth?
Which pipeline indications/ assets to prioritise?
What separates a minimal viable profile from a transformational profile?
What are the risks, gaps and synergies across our portfolio?
Which external opportunities or assets could strengthen our position?
GTM Strategy
What critical capabilities, resources, and activities are needed to win?
Which GTM model should we prioritise for EU, US and CN?
What are the trade-offs to consider (e.g., strategic synergy, time to peak/ operational feasibility, capital/ cash flow, legal/ geopolitical risk, scale effort, deal financials)?
Valuation/ BD Support
What is our forecast and valuation?
What scenarios (e.g., launch timing, market dynamics, partnership structure) should we model, and what sensitivities does it bring?
What costs and risks could influence outcomes, and how do they map to our GTM strategy and market nuances?
GTM Budget
What organisational structure do we need by market, and when should we invest in key roles?
How should our org structure flex by GTM model and strategy?
What level of commercial spend (headcount and external) is needed in the US, EU and CN to realise our commercial aspirations?
Benefits
Vivara's unique benefit rests on three pillars: true partnership mindset, deep market insight, and agile value-driven collaboration
1
True Partnership
Any strategy is only as good as its applicability. Vivara focuses on understanding your problems, thinking in your shoes and adapting to your situation, so solutions fit your reality.
2
Deep CN+US/EU Knowledge
Traditional consultancies often leave clients with high overheads, junior “pay-for-training” staff, and rigid fees and scope that won’t flex when priorities shift. With Vivara, you pay only for senior expertise, not layers of juniors or 'ghost partners'. Engagements can evolve as your needs evolve, and every question gets direct, market-savvy partner attention.
3
Agile Collaboration
Strategies are most successful when sharp local market insight and know-how are integrated into your unique context. For more than a decade, Dr Xu specialised in 'glocal' GTM for biopharma and has previously co-founded the Europe and APAC practices at traditional consultancies. The quality and usefulness of the insights you get from Vivara, particularly with regards to the China market, sets us apart.
Clients Dr Tony Xu has worked with
30+
Companies Dr Xu has supported (from global top 10 biopharma to 'first launch' biotech)
3
Continents Dr Xu's clients are based in (US, EU4+UK, Nordics, Switzerland, China, Japan)
∞
All commercial and medical functions (incl. Commercial Ops, Marketing, Market Access, Sales, Med Affairs)
