Comprehensive Benchmarking with Business Impact for a New Rare Disease Therapy

Our client launched a novel therapy for patients with a rare disease and in advance of launch, they wanted to build a system for measuring competitive performance to provide evidence for strategic planning over the course of the product lifecycle. They needed insights to:

• Ensure a clear understanding of market dynamics and competitor strategies prior to FDA approval
• Evaluate their product’s performance against the competition post-launch

To meet these objectives, we employed frequent and comprehensive quantitative studies (beginning pre-launch). This involved:

• 20-to-30-minute online survey conducted quarterly among patients with a rare disease and the physicians who manage their care to ensure continuous data collection
• Once per year a conjoint exercise is included to measure the source of our client’s business and forecast future changes in market share (due to new clinical data, new market entrants, etc.)

Our frequent and systematic approach ensured:

• Consistently generated reliable evidence for annual strategic planning and forecasting
• Creation and maintenance of an unbiased and systematic approach to gaining market feedback, ensuring responsiveness to challenges and market opportunities
• Continuous agile assessment of new market trends and “hot issues” (including potential disruptive product developments)