Case study: How we helped to refine and optimise the positioning and pricing strategy for a migraine therapy

The solution

Phase 1: 149 online quantitative interviews were conducted with migraine specialists treating both EM and CM patients prophylactically to understand their current usage, gauge their reactions to product profiles for both Product X and competing Product Y, and determine their intention to prescribe Product X in the future.

Phase 2: 31 qualitative interviews were conducted with payers and payer-advising KOLS to understand the varying treatment and access landscapes, clinical perceptions of Product X, expected HTA outcomes and pricing and reimbursement implications.

Markets: Canada, France, Germany, Italy, Spain, UK

The outcomes

• Assess stakeholders perceived value of Product X based on the latest clinical trial results

• Quantify the impact of revised end points and side effects on prescribing intent

• Explore HCP preference for oral vs injection prophylactics

• Compare Product X vs. Product Y by identifying strengths and weaknesses

• Uncover anticipated Product X positioning relative to other treatments including novel mechanism of actions and other established agents

• Assess the impact of new data on willingness to pay

• Explore indication sequencing opportunities

• Quantify the effect of EM only indication versus of CM and EM indication and made recommendations on impact of this for launch scenarios and pricing