When there’s limited clinical differentiation, how can an existing cancer therapy successfully defend itself in a market with well-entrenched competitors as well as several new entrants? This was the challenge we addressed on behalf of a global pharmaceutical client through a research program that included a landscape assessment, in-person interviews with key oncologists, and a two-day market simulation session.
Their biggest surprise? That well-defined pockets of unmet need actually still existed in the market. Key among them was a perceived lack of focus on sub-populations such as high-risk patients—an unexpected and exciting messaging opportunity for our client, given the therapy’s robust clinical trials and solid outcomes with these groups. In addition, our work helped identify an opportunity around patients’ satisfaction with quality of life on the therapy.
But equally important to learning what clinical and patient information to highlight, our client gained an understanding of how to arm their medical liaisons and sales teams for fruitful interactions with decision-makers. What did they need to begin building relationships? How should they approach specific audiences? What particular data should they present? What barriers do they need to be ready to counter? Our process provided answers to these crucial questions so that teams across the company could feel confident in developing strategies and tactics that would appeal to payers, providers, and patients alike—and clearly establish their therapy as exclusive in an increasingly competitive market.