Asset Strategy and Investment /
Branding and Positioning /
Commercial Strategy /
Insight Generation /
Lifecycle Management /
Market Access Strategy /
Market Landscapes /
Patient Journeys /
Pricing /
Value Story Development /
Workshops and Brainstorming /
Case Study: Segmenting payers to optimize an oncology launch
Problem
The client was preparing to launch a novel oncology orphan drug in a new area in which they had no previous experience, and required identification of key payer account segments and tailored engagement strategy for each segment
Solution
- A 3-phase approach was employed over the course of 8 months, focusing on the US market:
- Conducted an influence mapping to understand the roles of key decision-makers and influencers as well as their drivers and priorities
- Segmented the orphan drug market to profile and prioritize accounts for optimal resource allocation
- Developed a launch strategy tailored to each segment
Outcome
- Created a validated influence map that informed the optimal allocation of launch and post-launch resources
- Developed a detailed database to support analyses and reporting, in addition to the segment profiles and customized segment-based launch strategies
- Ensured that outputs integrated seamlessly with the client’s existing sales support tools