P&R market assessment of therapy for moderate to severe psoriasis

Background and objectives

The overall objective was to understand and describe the current and forward-looking market in moderate to severe psoriasis.

• Description of market landscape:
  • Treatment algorithms and patient characterisation
  • Biologic market realities
• Evaluation of clinical and economic positioning
  • To provide viable pricing range for launch
• Assessment of the US and EU5 market potential for entry into psoriasis
  • To provide forecast and forecast model
• To support client's decision-making processes for development of commercially optimal pivotal trials
  • To include recommendations for trial comparators

Approach

We designed a four phase approach with forecast modelling:

• Secondary research including qualitative and quantitative data on epidemiology, broad patient segments and pipeline analysis
• Primary market research with KOL's and front-line dermatologists, utilising a patient diary approach
• Evaluation of pricing and reimbursement aspects of the psoriasis market, including the potential for client's two internal compounds, leading to a strategic plan - price points in each market and launch order for EU5
• Integration of all materials into a forecasting model designed to evaluate market potential for our client

Results delivered

We provided a complete picture of the market place and market positioning for two products at two price points. We also provided a pricing and reimbursement strategy and recommended a comparator for head-to-head trial. And finally we provided market research, patient record form data and forecast model for the top US and EU5 markets.