Case Study

Informing Phase III requirements in an increasingly competitive environment

Informing Phase III requirements in an increasingly competitive environment
Cello Health Consulting
COMPETITOR PLANNING AND RESPONSE

THE CLIENT

The Global Commercial Team of a top 10 global biopharmaceutical company working in Immunology with a new asset in Atopic Dermatitis

THE BUSINESS CHALLENGE

The client was developing their early commercial strategy and Phase III programme for an important new asset in Atopic Dermatitis in Phase II development. The strategy needed to take account of a rapidly changing and increasingly competitive market, with several other companies pursuing products in Phase II and Phase III development

OUR APPROACH

Utilising a combination of desk research and engagement interviews with key stakeholders we created a detailed overview of future dynamics focussing on emerging competitor profiles and created analogues of related competitor product launches to predict impact.
We then designed a scenario framework containing four plausible future market futures. To stimulate thinking and competitor focus, each scenario included the potential launch strategies of the new competitors. These four scenarios were taken into a fast-paced cross- functional team Competitoroomâ„¢ to develop a comprehensive picture of the likely competitor approach in this market, as well as consequences for the asset.
The clarity over likely competitor moves in multiple market situations enabled us to support the development of a clear brand strategy, market positioning and critical success factors. Notably the work on positioning produced some different angles previously not prioritised by the client


THE RESULTS

We delivered a rapid and insightful set of practical recommendations in an executive report that fed into a senior management decision about strategy and Phase III programme requirements for this critical asset. Throughout the process Cello Health supported engagement across all functions, from HEOR and Market Access, to Legal, Regulatory and Marketing- ensuring broad consensus on the future direction of the asset

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