Situation
CLIENT
Specialty pharmaceutical company
PRODUCT
Late-stage pipeline oral drug candidate with an attractive target product profile (TPP), launching into a significantly genericized market
ASK
Design and build a custom forecast model to clearly identify risks and opportunities facing product and market
Challenges
CURRENT MARKET LANDSCAPE
Challenges with promotional effectiveness and physician adoption, partly driven by complex diagnosis patterns
PRICING & ACCESS
Potentially crucial but unanswered questions regarding patient and payer acceptance, primarily due to price differential versus the generic-heavy market median
TIMING – ONE MONTH TO COMPLETE
- Primary, secondary, pricing, and payer research
- Data room due-diligence
- Custom forecast model and executive presentation with a range of scenarios to support bid deliberations
Approach
EXECUTED SECONDARY MARKET RESEARCH (SMR) AND DATA
ROOM DILIGENCE
Assessed market landscape, drivers of drug selection, patient flow, reaction to the target product profile (TPP), and impact of pricing and access on product acceptance
Conducted in-depth PRIMARY MARKET RESEARCH (PMR)
- Qualitative IDIs: KOLS, N=4; Practitioners, N=12; Payers, N=4
- Quantitative Research: Practitioners, N=100; Payers, N=20
DID analogue RESEARCH INTO PRICING & UPTAKE
Identified relevant analogues to develop a perspective on pricing, and implications of the ensuing access constraints on product uptake
Established a baseline view
Evaluated near-term future of the overall market, drawing on inputs from KOLs, practitioners and payers, and their positioning/projected uptake for the product opportunity
DEVELOPED VISCADIA ACE® FORECAST PLATFORM
Customized platform for the product opportunity that allowed for dynamic, comprehensive evaluation of key performance drivers, and enabled scenario comparison and contrasting