A market opportunity study

Background and objectives

Our client wanted to understand the market potential for a biological in its primary target indication of psoriasis in the top six markets. Main research objectives were related to gaining deep understanding of awareness, perceptions of current drugs, unmet needs, potential usage of a biologic, opportunities and barriers to administration, and ideal product profile.

Approach

We took a two steps approach:

• Secondary research: current market analysis, epidemiology, audit of future pipeline
• Qualitative research:
  • 15 in-depth interviews per market, with quantification from five patient record forms per respondent.
  • We also interviewed 10 payers and insurance company personnel.
  • We tested product concepts using the Juster scale to compute peak share for modelling forecasting.

Results delivered

Report presentation and strategic recommendations focused on:

• Market understanding, patient segmentation and target segments for client's drug
• Unmet need and opportunity for our client's product
• Ideal product profile

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.