Therapeutic category assessment
Situation: Our client was reviewing options for one of its key franchises, which was facing new competitors, regulatory pricing pressure, and prospective entry of biosimilars.
Identified differentiating factors and value proposition for new device development and initiation by hospital specialists across big-five European markets
Quantified impact of hospital tendering in Italy and Spain and increasing price sensitivity
Developed segmentation based on different devices, investigated implications for cross-country trade and reference pricing
Conducted strategy tree analysis, which modeled reaction to new low-priced competitors and imminent arrival of biosimilars
Result: Country segmentation strategy based on different devices enhanced pricing flexibility. Developed optimal reaction to alternative scenarios for biosimilar entry.