Situation: Our client was entering Phase III trials of a product expected to be marketed for several indications. The launch indication would be for a high-valued niche opportunity; the second expected indication would offer a contested first-in-class opportunity for a much broader patient population but with less pricing flexibility.
- Identified unmet needs in both indications and assessed the requirements for a new product to become a “preferred brand”
- Conducted extensive stakeholder research to form positioning, value proposition, pricing, and managed markets strategies
- Determined how the initial formulation’s price impacts the reaction to subsequent, higher-value formulations
Result: Identified revenue and value maximizing strategies for the launch formulation, the launch strategy, and the initial investment. Recommended a robust strategy that balanced short- and long-run needs.