Early Phase Market Opportunity Assessment

Case Study


  • A biotech company was conducting early-phase clinical trials for a novel small molecule
  • The client had limited experience in the therapeutic area in which it sought an indication
  • Putnam was tasked with providing a comprehensive evaluation of the marketplace that would allow the client to build an effective brand strategy

Putnam Approach:

  • Performed extensive epidemiological research to determine distributions and growth projections across patient segments
  • Mapped out existing patient treatment flows and available therapeutic options to create a quantified patient journey
  • Identified key decision points throughout the treatment paradigm
  • Evaluated current and future unmet needs and how these would be addressed by new entrants
  • Synthesized the research to provide a clear and detailed forecast of the environment in which the novel therapeutic would be launched


  • The final recommendations provided the client with a strategic direction for the agent that would drive clinical development goals
  • Key insights around competitive pipeline agents informed the development of robust product positioning platforms

Strategy for the Life Sciences