Bringing treatments to life

Translating US, EU, and China Insights into Your Clear Go-To-Market Plan

Consulting Redefined

Go-To-Market (GTM) planning is becoming increasingly challenging. Investors expect sharper plans. AI and China’s rapid innovation open new paths for BD&L and R&D, while intensifying global competition. Political headwinds make ex-US success more important, while breakthrough modalities (from obesity drugs 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, many traditional consultancies still struggle to integrate CN-US-EU perspectives, reduce budget-padding for overheads and training junior staff, or work with the agility that biopharma requires in this new environment.

This is why I founded Vivara: to help bring more treatments to patients with GTM plans built for today’s reality. I offer the extremely rare combination of deep China and Western market expertise, shaped by hands-on GTM work across the US, EU5 and China, and 15+ years supporting both first-launch biotechs and large pharma. With Vivara, you get a partner who truly understands local market nuances and global perspectives, so you can prioritise opportunities, de-risk decisions, and execute with confidence.

Tony Xu, PhD

Managing Director, Vivara

Solutions

First Step to GTM: Defining Guiding Corporate Strategy

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?
What external opportunities or assets could strengthen our position?

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?

Second Step to GTM: Understanding Local Market Insights

Market Landscape

How do the US, EU, CN, and JP markets differ (e.g., setting of care, Tx basket, Tx stakeholders, regulatory situation, addressable segment, reimbursement, etc.)?
What opportunities and risks does the local market present (e.g., novel accelerated launch options, infrastructure & funding, IP risks, etc.)?
Which market forces most influence our valuation and GTM strategy?

Customer Insights

How do HCPs/ payers/ patients/ other stakeholders perceive our offer, what barriers block adoption, and which levers along the journey could accelerate uptake?
Which discrete segments to target?
How should our strategy tailor to market and customer segments (e.g., ‘pathfinders’ vs ‘brand builder’ vs ‘value generation’)?

Third Step to GTM: Building a Winning GTM Model

GTM Strategy

What critical capabilities and activities are needed to win in each market?
Which GTM model (e.g., go-alone, co-promote, out-license, etc.) should we prioritise for EU, US, CN, and JP?
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)?

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, CN, and JP to realise our commercial aspirations?

Benefits

Vivara's unique benefit rests on three pillars: true partnership mindset, deep market-grounded insight, agile value-driven collaboration

True Partnership

Any strategy is only as good as how applicable and implementable it is for you. Therefore, a true partnership mindset means focusing on understanding your problems and thinking in your shoes, so solutions fit your reality. This is Vivara's most important guiding principle and forms the foundation of the 'Deep Insight' and 'Agile Collaboration' pillars.

Deep CN+US/EU Knowledge

Plans only succeed when local market realities are woven into your unique context. That calls for sharp local-market insight plus seasoned GTM know-how covering multiple markets, including CN, EU5, and the US. For more than a decade, I’ve specialised in 'glocal' GTM for biopharma and have previously co-founded the Europe and APAC practices at large consultancies. Having lived and worked in Shanghai, London, and now Munich, and supported by a wide network of industry experts, payers, and HCPs, I bring a rare blend of global reach and cutting-edge on-the-ground insight to power your success.

Agile Collaboration

Many consultancies often leave client teams stuck with padded budgets, junior “pay-for-training” staff, and rigid minimum fees and engagement teams that can’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.