PRODUCT STRATEGY
Market Opportunity Assessment for Go/No-Go Clinical Decision
SITUATION
A large pharmaceutical company was evaluating the market for a new drug entering a crowded and mature therapeutic category. The drug was in Phase 2 and the company was deciding whether to continue development. The client was interested in gaining an accurate understanding of the market dynamics influencing launch trajectory, and a detailed assessment of the potential of the new product that could differentiate them from products currently in the market.
OUR ROLE
We co-facilitated an advisory board with potential prescribers and conducted quantitative research with physicians, payers, and prospective patients to identify unmet need and potential drivers of uptake and demand post-launch. Additionally, we developed revenue forecasts for the US and EU5 (France, Germany, Italy, Spain, United Kingdom).
IMPACT
Armed with actionable insights, the client continued clinical development and launched the new product, positioning it as a market leader in its category and reaching ‘blockbuster’ status.
