Therapeutic Category Strategy
Situation: In a historically strong category, the client faced generic competition for one of its main products and the emergence of a new class of treatment and competitors. The client questioned its long term capability to sustain a dominant position in the therapeutic category.
Objective: Formulate strategic options for the next five years to strengthen our client's position in a particular therapeutic category relying on their existing product portfolio and pipeline as well as identifying specific licensing opportunities.
Analysis: Our analysis included substantial quantitative forecasting based on disease incidence trends and demographic factors to establish the long term attractiveness of the category. Extensive competitive intelligence gathered through market interviews of medical thought leaders, practicing physicians, pipeline research, and managed care decision makers was used to determine treatment forecasts and emerging therapy penetrations.
Result: The project resulted in the dedication of resources toward client portfolio 'gaps' and pursuit of the identified licensing and technology acquisition targets.
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