New product strategy

• New product development strategy
  
  Our client was a VP of the GI Franchise of a large pharmaceutical firm. He was interested in developing and guiding their R&D team to come up with a winning product or products, that would perform far better than anything that will be on the market at the time of launch, both in terms of actual clinical and perceived performance.
  
  Our solution looked into the future via technology mapping using 'competitive intelligence' to understand what is happening in the labs (government and private) and what opinion leaders were thinking about and projecting what kind of products might be approaching the market. Then we progressed the analysis to understand the front line physicians. We targeted physicians in France, Germany, Italy, Spain, UK and USA.
  
  We wanted to understand and measure their motivation and perceptions such as:
  
  • What will they demand from new products in this therapy area?
  • Which patient segments are most difficult to treat with current medications?
  • Which patients are likely segments for future prescribing?
  • What product features will drive their future prescription?
  
  We employed F2F/CAPI - Quantitative samples to collect robust data and the analysis was done on choice task to establish attribute ranking & winning TPP by patient segments for positioning We delivered a market simulator to model key product features which calculated market shares using an ACA Conjoint methodology.



• Optimisation of a launch strategy
  
  Our client was a leader in a primary care therapeutic area with a major phase III product, they wanted to capitalise on their franchise strength. However, they were launching the product in a very crowded market, with two indications in one specific therapeutic category. Our client's objective was to segment the market on a novel patients needs' basis and then to develop key messages that would resonate with these new segments.
  
  We assisted our client in collecting detailed patient records and analysed them using Data Mining (non-statistical) techniques for segmenting the market place and developing patient profiles such as neural network and a decision tree approach. The project also involved developing forecasting scenarios for the product with optimum profile and with multiple combinations of prescription indications.



• Forecasting - Total Market Model
  
  Designed, built and implemented a CNS therapy area- specific market model and valuation model for a major global pharmaceutical company to assist in their international strategic planning process. We interfaced with the client's global CNS team to capture internal information sources across many databases / sources and also provided external product benchmarking analysis to ensure that disease and indication-specific product forecasts were robust and supportable in the context of the current product profile expectations.



• Forecasting - Single Product
  
  A medium tier European- based pharmaceutical company was in a process to in-licensing a late stage drug. Forecasts of licensee and licensor were significantly different. The licensee engaged us to provide an independent view of revenue for their in-licensing candidate.
  
  With our analysis and subsequent modelling we were able to build both epidemiological- and prescription- based models driven by Bass Diffusion and Monte Carlo simulations.
  
  Our recommendation resulted in advising our client to reduce upfront payments and have a revenue- sharing approach due to huge uncertainty. We were able to save our client US $ 80million.