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.
CRA contribution:
- 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.