To understand the potential future patient share for a specific product within a new therapy class in a specialty medicine therapy. How much share would the new class take from the current standard of care and how well would our client’s new product do within that new class? To what extent would the brand’s share be dependent on its order of entry into the market, within this new class?
There were several challenges in answering our client’s business question: There are not yet any drugs of this class in the market – so physicians’ understanding of this class of agents will be limited. There are several new drugs in the class in development, which could reach market in a similar timeframe to our client’s drug. Finally, the standard of care has been dominant in this market for the last 15 years and there may be considerable resistance to change and potential for institutional inertia.