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Developing the pharmaceutical product offering

Our insights and recommendations will give you the confidence to make the right strategic decisions as you develop the pharmaceutical product offering

Active compounds are developed into patented products for testing in clinical trials and investigational new drug applications are made with relevant regulatory bodies for approval. At this stage (around Phase III), marketing measures are developed to support the pharmaceutical product offering, covering such areas as the target product profile, market forecasting and preliminary positioning.

Key questions which need to be answered at this stage include:

  • What is the best way to design clinical trials?
  • What is the market opportunity?
  • What is the likely size of the market segment? 
  • What should the product be named?
  • What should be the general positioning for this product?

Our custom pharmaceutical market research offerings include:

  • Clinical trial design evaluation
  • Market opportunity assessment
  • Forecasting
  • Name testing
  • Market positioning

 

Developing a pharmaceutical brand »

  • How we assessed the opportunity for a rare disease product in emerging markets

    The challenge:Our client had a product indicated for a rare Haematology disease. Whilst this product was successfully launched in over 40 countries globally, it had a limited presence in many emerging markets. Our client needed to conduct market research in order to determine how to maximise the commercial opportunities in each of these different emerging markets. The solution:A three-phase methodology was utilised. A definition phase…

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    How we evaluated the potential for an existing AI product to treat a rare disease

    The challenge:Our client had an existing product in the market for the treatment of an autoimmune condition and wished to explore the opportunities for using this drug to treat another more low-prevalence orphan disease where there is no current targeted treatment available. The client wished to determine the market potential for the existing drug and the challenges they may face. The solution:Interviews were held with…

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    How research supported the design of a support console to drive new product uptake

    The situationOur client was developing a console system to support a new ophthalmology drug delivery system. They wanted to carry out research in order to discover physicians’ suggestions for the current prototype console and the potential barriers and drivers that may affect uptake, prior to initiating full development of the system. The solutionA qualitative approach was utilised in order to focus on the exploration of the key…

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    How buyer insights supported the development of an effective market strategy

    The challengeOur client was developing a new product for HIV and needed to understand buyer willingness to pay in the emerging markets of South Africa, Kenya, and India. They needed to understand how new medicines are added to the guidelines and how they are evaluated and funded. They also needed to gain an understanding of stakeholders’ reactions to their product, the drivers and barriers to…

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  • Some example case studies
    How we conducted ethnography research to enhance new product development

    The challengeThe majority of stoma patients in developing emerging markets such as India and Indonesia use external bags that are domestically manufactured or imported. We conducted research which gave internal stakeholders the necessary direction for developing a new product concept. The solutionEthnography research in the form of participant observations was conducted with 10 patients in each market who had a permanent colostomy procedure. The ethnography…

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    How we used ethnography to capture behavioural insights

    The challengeHaemophilia A & B markets are highly competitive and cluttered where HCPs and patients perceive similar efficacy and safety across available products. Our client wanted to inform the design of an improved infusion device to differentiate and deliver a better experience. The challenge was to identify deeper insights from behavioural observation (beyond claimed/ stated experience) to differentiate user experience across various devices and identify…

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    How we helped our client to evaluate early biosimilar user experience

    The challenge: Our client wanted to evaluate early user experience for physicians and patients across Europe of a newly launched biosimilar in an autoimmune disease. The results were needed to better understand drivers and barriers of prescribing/using biosimilars (vs. biologics) and suitable patient types to develop more targeted communication material.  The solution: We opted for qualitative telephone interviews to reach a dispersed and small target…

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