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: Launch market access strategy and pricing for novel formulations of a hospital antibiotic
Problem
Our client primarily focused on manufacturer of generic IV products but had developed two novel formulations of an important hospital antibiotic. They needed to understand the contracting and pricing dynamics for their target audience in order to price and launch their products.
Solution
We first built a landscape map of the hospital antibiotic market, including contracting strategies, compounding, and the use of point of care products.
We conducted phased research with hospital administrators and GPO personnel consisting of pilot interviews (n=3), an online survey (n=21 ) and follow-up interviews (n=11), covering:
- Value Messages
- Existing and ideal contracting policies
- Cost-benefit trade-offs within the compounding pharmacy
- Pricing exercises, including a Van Westendorp and a Demand Curve
Outcome
- Provided the client with a clear recommendations for their market access strategy based on purchaser response
- Generated pricing demand curves for both formulations