Objective: Determine the market potential for the agent in a specific disease state.

Analysis: Completed a detailed examination of the marketplace to determine the potential patient population size and the design of the patient/physician segmentation methodology. Detailed interviews with industry thought leaders and extensive secondary data analysis provided the existing competitive landscape, current treatment protocols and established the need for our client's novel therapy. A subsequent quantitative market survey and conjoint analysis defined the optimal product positioning and pricing dynamics in the target market segments. The work concluded with the development of a detailed unit demand and revenue model which our client used as the basis for the construction of a manufacturing facility for their product.

Result: Our analysis provided the client with a comprehensive understanding of the marketplace, clear direction regarding the key decision makers and highest potential patient populations, specific insights into the necessary product positioning, the optimal pricing strategy necessary to maximize revenue, as well as a specific market size estimate (including sample production) from which to manage the manufacturing capacity in their new $100mm facility.

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