Marketing Strategy and Commercialization to

Achieve Launch Excellence

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Opportunity Assessment

Opportunity assessment involves quantifying the realistic commercial potential, mapping out the go-to-market path, and describing the key risks and sensitivities. The process may also involve primary market research to garner additional expert opinion and to validate assumptions. Such assessments often involve making trade-offs between multiple potential lead indications, and across several geographic territories

Target Product Profile Development

A Target Product Profile (TPP) which describes an achievable and competitive set of product performance parameters, against which all other assumptions should be grounded.

Commercial Opportunity Characterization

To characterize commercial opportunities, we typically start by listing all possible indications for a product and develop a high-level prioritization.

 

These assessments typically include a clear description and sizing of the target patient population, current market size and dynamics, identification of key medical and payer constituents, current medical practice and treatments, disease burden and unmet medical need, current and future drug and non-drug competition, pricing potential and value arguments, launch and patent expiry dates.

Develop adaptive, flexible comprehensive forecast (epidemiological/patient or prescription-based models) in a user-friendly Excel format allowing sensitivity analysis around key variables impacting the forecast.

We provide budget estimates to launch and sell the drug (i.e. marketing, medial affairs, commercial data infrastructure, supply chain, patient services and sales).

Path to Market

For path to market, we create a high-level map of the required discovery and development steps required for the lead indication.

 

For each major step we estimate the duration and cost.

 

Key program risks or challenges are also described.

 

Benchmark analysis of drugs previously developed for an indication can yield information on the possible wording of the approved indication, the nature and number of trials required, the patient numbers needed to treat, the primary and secondary endpoints, and the duration of late stage trials.

 

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New Product Planning

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New Product Planning

It is more important than ever that product strategies meet the needs of providers, payers, patients and policy decision makers We bring first-hand experience across a broad range of products and diseases, to help our clients define and execute successful product strategies.

Leverage our global industry experience in pharmaceutical market access, market research and strategic planning. We deliver a detailed roadmap towards optimized access and value-based pricing for your new products.

We will help you to build a strategic plan that maximizes your drug's potential:

  • Target market definition and customer segmentation

  • Patient journey and treatment leverage points

  • Key Opinion Leader advisory boards and advocacy plans

  • Advice on clinical trial design and incorporation of optimal outcomes endpoints, Key Opinion Leader engagement and advisory boards

  • Differentiation and product positioning

  • Disease burden and product value proposition

  • Advice on policy & reimbursement contexts and gaps related to all aspects of the value proposition, new product planning, HTA and market access; Undertaking of policy and advocacy work associated with addressing these contexts and gaps

  • Pricing strategy

  • New models to optimize access and reimbursement

  • Disease and brand communication strategy

  • Indications sequencing and product life-cycle strategy

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Launch Strategy & Planning

We plan and execute key elements of product launch with you:

  • A strategic marketing plan will provide a 3-5 year road map for the development and future commercialization of your product.

  • Help you design an omni-channel launch strategy to engage with the right key stakeholders

  • Commercial organization and resource planning

  • Design and build commercial data infrastructure

  • Product revenue and gross-to-net forecasting

  • Supply chain strategy and execution support

  • Project plan outlining each key launch task with time-bound details

Planning and executing a successful product launch is complex, and must be tailored to the product and the market. It requires sustained and coordinated activity across multiple stakeholders.

© 2020 by Hettie Stroebel