What we do

Scientists, strategists and marketers

We have built a unique blend of senior client-side commercial experience, consulting specialist, scientific and therapeutic area expertise to guide healthcare companies through complex challenges. This enables us to make confident commercial decisions across the product lifecycle, from discovery, through commercialisation and beyond.

We work with a range of clients and functions on early-stage biotech, emerging biopharmaceuticals and established pharmaceuticals.

In order to meet the different needs of our clients we offer four core areas of expertise.

Our range of consulting services

Strategic advice to reduce risk and drive value for early stage biotech

Cello Health BioConsulting is a knowledge-based consultancy deeply rooted in science and the unique and ever-evolving challenges and opportunities facing the biopharma industry. We often evaluate early stage programmes before much, if any, clinical data is available.  In the biopharma world, we are known for our “unconventional insight” – forward thinking, independent, objective strategic advice across all therapeutic areas

Strategic advice to reduce risk and drive value for early stage biotech

Brand and portfolio commercial strategy for biotech and pharma

Delivering effective asset, brand or portfolio strategies with stakeholder buy-in is complex and sensitive, requiring a balance of rigorous process, industry experience and personal engagement. Cello Health Consulting is a global marketing strategy and planning excellence practice helping clients navigate complex challenges, exploring options to make sound strategic decisions. We’re focused on helping clients challenge, deliver and embed brand and portfolio plans, driving commercial success from Phase 2 through launch and beyond. With extensive experience across multiple therapy areas and geographies, we’ve been developing, co-creating and pressure testing brand strategies across the lifecycle for 25+ years

Brand and portfolio commercial strategy for biotech and pharma

Rapid response and commercial analogues for biopharmaceuticals, digital therapeutics, and medtech

In the fast-paced commercial world of new products, business development and lifecycle management, answers may be needed quickly. For over 10 years Cello Health has offered rapid response services, delivering those answers in half or less of the usual time. In addition, Cello Health provides “Analogue Intelligence”— identifying and evaluating analogues that showcase key successful strategies executed under similar marketing challenges that you face in developing and launching your assets

Rapid response and commercial analogues for biopharmaceuticals, digital therapeutics, and medtech

Maximise regulatory success and support legal counsel across healthcare

Cello Health acquired Innovative Science Solutions in 2019 expanding our expertise in guiding healthcare companies through complex regulatory and legal challenges. ISS provides scientific product stewardship to help companies and counsel achieve timely and successful healthcare product approvals/introductions, maximise market potential of existing products, comply with regulations, and defend products from science-based challenges

Learn more about ISS 

Maximise regulatory success and support legal counsel across healthcare
  • History repeats itself. This is true for biopharma, consumer packaged goods and services, and in devices and diagnostics. By recognising patterns, analogue intelligence provides a highly-disciplined process to analyse products that face similar market situations/challenges, extracting specific insights, and providing recommendations based on those findings. Investing in analogue intelligence first results in more meaningful and efficient primary research.

    “The work that was done to track that evolution was so complete that there was no reason to go further or commission primary research. We had the exact ammunition we needed to inform the discussions between the commercial team and research and development on the product development focus on the device side of that drug/device combination.”

    Typically there are 3 steps to effective use of analogue intelligence:

    Criteria: select with the client which criteria/factors comprise a good analogue. Based on extensive industry experience, Cello Health provides the client with a prioritised list of 6-8 criteria, for review and approval
    Identify potential analogues: using secondary sources, Cello Health identifies analogues, matching them to the criteria, and building a mini-prioritisation model to order the optional analogues, starting with those that best fit the criteria. The client typically selects 2 analogues for the deep dive analysis.
    Deep dive and reporting: Cello Health conducts further research and business intelligence interviews to build case studies around each analogue, presenting the implications, and delivering a final report with recommendations.

    An analogue intelligence project on duopoly markets was accepted as a poster presentation at the 2020 Pharmaceutical Management Science Association conference.

    Read the latest case study 

  • Increasing competition, access challenges and budgetary constraints means teams are under mounting pressure to get more out of their assets. More than ever teams need product brand strategies that drive performance in a complex landscape.

    Good strategy means clear choice about direction, based on customer insight and competitive advantage- executed brilliantly. Simple!

    In practice, successful strategic planning requires expert navigation of multiple data sources, rapidly evolving markets, changing stakeholders and the internal cross-functional environment.

    Cello Health has been developing, co-creating and pressure-testing brand strategies across all stages of the lifecycle for 25 years. Our Red Thread methodology is founded on best practice strategic principles, and ensures your plan hardwires environmental changes and customer insights into your strategy and tactical plans.

    “You have enabled a consistent approach to be possible with clarity and focus for the brand for the first time. Importantly the whole brand team went on the journey together which ensured significant engagement and buy-in. We could not have done it without you.”

    This is not just about a process. We will work with you to make it happen, creating an immersive experience that drives constructive challenge, collaboration and consensus, and ultimately better brand plans.

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  • Whether the asset is in early commercial development, approaching launch or on the market, competitor insight is one of the most important aspects of situational analysis. It’s an important determinant of strategy but often one of the most difficult areas to interpret. The risk of not doing this properly is that competitor strategies and tactics are not anticipated or thought through, meaning there is no effective proactive or reactive response plan in place.

    Cello Health’s Competitive Strategy program is based on a unique 6D approach that predicts the most likely competitor moves, identifies the implications and delivers a competitive strategy which is implemented and tracked.

    • Define your competitive set
    • Discover insights about competitors
    • Decode their strategy
    • Distil the implications for strategy
    • Deliver a competitive plan
    • Dashboard to track competitor moves

    “I have worked with Cello Health Consulting on various projects and they have always met or exceeded my expectations. Whether it was for more tactical projects, such as competitor simulations or strategic projects such as brand planning, Cello always brought incredible value to the results because they intimately understood the market and challenged us to think differently.”

    Central to our approach is taking teams beyond the obvious by getting under the skin of the competition. Only when you see the world the way your competitors do, can you feel confident your strategies give you sustainable competitive advantage.

    Read the latest case study 

  • We believe that significant additional value can be generated by introducing commercial thinking much earlier into the clinical development process than may currently be the norm for many biotech start-ups. Arguably this is the point at which you have the greatest opportunity to maximize the future value of your asset. Bringing this commercial perspective into clinical development decision-making post Phase 1 could make the difference between being best-in-class or simply another also-ran.

    Synchronization of clinical development and commercial strategy is at the heart of a successful biopharma brand. While the milestones along the way may differ, success for clinical development and commercial strategy is ultimately the same; a competitively differentiated product, with a compelling value proposition, bringing significant value and benefit to patients, healthcare providers, and the parent company.

    “You are my preferred go-to partner because we trust your advice and respect your opinion. You push us to be better, to deliver more.”

    VP, Global Commercial Development

    Cello Health is experienced in helping small, growing cross-functional teams as they take on this challenge. We work in close partnership with our clients, identifying the key issues and needs that must be addressed and helping them to understand and prioritize the potential solutions available. As strategic navigators we want our clients to be able to make confident, informed choices and sound strategic decisions.

    Our blend of consulting, commercial, and scientific experience coupled with our robust approach to TPP development and strategic planning makes us the ideal partner to help you navigate the complexity of the journey from proof of concept through to a successful commercial launch and beyond.

    Read the latest case study 

  • The ultimate goal of developing a drug through the clinical/regulatory process is about maximising value, not just FDA approval. Clinical failure cannot always be predicted or prevented, but strategic failure should be considered at an early stage when more optionality exists, the cost of capital is high, cash burn is increasing and impactful decisions are made to de-risk and drive value.

    It is imperative that R&D, strategic and commercial objectives are aligned, and that product profiles focus on more than scientific value, outlining attributes that meaningfully differentiate the product in the future competitive landscape to all key stakeholders (Early Relevance Profile).

    Value and Relevance Drivers:

    • What specific patient segment will derive the most value?
    • What product label will define competitive positioning in the treatment algorithm?
    • Which clinical endpoints will clearly establish clinical value and clearly differentiate from the competition?
    • How do these factors change as intrinsic (product-related) and extrinsic (market-related) factors evolve over time?
    • What are the key market access issues and barriers that will influence level of patient access to, and favourable pricing of, the product?

    Cello Health evaluates potential opportunities applying our broad and sophisticated understanding of the current state of scientific, development, competitive and commercial environments within specific disease areas. Our consultants include scientists and biopharma executives with decades of experience advising and driving strategic decisions and initiatives for clients, that inflect significant value and facilitate financing, partnering and acquisition events.

    “Defined Health (now part of Cello Health) were the brains behind the CAR T opportunity assessment that we did a few years ago. They created the treatment algorithm diagrams, conducted primary and secondary market research to assess the opportunity for [our] CAR T platform in heme onc, reviewed the competitive landscape, and informed some of the market sizing assumptions that we have used over the years. They really know the Oncology space…”

    Financial forecast modelling is an essential component of Cello Health’s valuation capabilities. We build revenue forecasts (patient- or prescription-based) in a user-friendly plug-and-play Excel format to allow our clients to see in real-time how changes and sensitivities around distinct variables impact the forecast. In addition, we provide benchmarking valuation of individual assets, platforms and company portfolios, as well as risk adjusted NPVs in Excel with sensitivity analysis surrounding the key inputs.

    Read the latest case study

  • Decisions about what and when to partner, and at what value and with which partner—whether your company is buying or selling (or in- or out-licensing) — are critically important to inflecting or depleting value.

    A good deal aligns with corporate strategy and inflects significant value through favourable economics, deal structure and chosen partner and assets. A bad deal depletes value if terms do not sufficiently reward and enable the buyer/seller.

    It is essential to outline and execute a partnering strategy that aligns with and facilitates achievement of your company’s corporate development, financing and pipeline goals. Effective strategy needs to reflect an appreciation of the value proposition, competitive landscape and positioning, as well as market access / pricing and reimbursement environment deal benchmarks, ensuring a favourable deal structure.

    “I just wanted to thank you for the very insightful discussion today and the thorough report.  The team here is very happy and the  feedback you have shared is already generating next steps from the team….so glad to have you guys as my ‘dream team’ on this project.”

    Cello Health is deeply experienced in business development and licensing across broad therapeutic areas and stages of development leading to multi-million to billion dollar transforming deals. We provide partnering strategy and support, including:

    • Buy- or sell-side Search & Evaluation—determines what, when, with whom and at what value to partner
    • Refining partnering “pitch” deck and materials
    • Buy- or sell-side due diligence—preparing for or conducting due diligence (opportunity assessments and positioning, evaluating mechanism, preclinical & clinical data, target engagement & biomarker strategy, target product profile & competitive landscape positioning, commercial, pricing & market access strategy, and valuation & forecasting)
    • Deal benchmarking and term sheet development
    • Preparing for and advising through deal negotiation*

    *Cello Health prepares and supports its clients in seeking, valuing and securing deals but does not itself transact or negotiate deals

     

     

    Read the latest case study

  • There is inherent value in early science or platform technology that promises to generate multiple clinical programmes, often targeting a range of opportunities from large patient groups with an established standard of care, to orphan populations with high unmet need. The decision to enter the clinic – with which asset, for which indication, at which doses to ultimately treat which patients – is of paramount importance as cash burn and risk increase exponentially.

    Strategic vision needs to envisage the product through to market, not just to an exit or partnering event mid-stage, to drive increasingly upward valuation and create leverage and optionality for the company. Key considerations & questions include:

    • Which disease(s) do you choose as your first target?
    • What are subsequent indications, and when is enough, enough (i.e., unfocused deployment of capital)?
    • What factors drive these decisions (e.g., strength of biological rationale/competitive differentiation; target product profile, trial duration/ time to value inflection, size of patient population/expected commercial spend, competitive development and commercial landscape)?
    • Does your choice de-risk the programme from a scientific, clinical/regulatory, and commercial perspective and provide compelling commercial opportunity?

    Cello Health works with many emerging biotech companies to prioritise pipeline portfolios and define pathways to value inflection. Often, these programmes are at pre-clinical to early clinical development (Phase I-Phase 2a) so our advice contributes to shaping the early development programme, maximising the fruitful deployment of costly capital and the potential for clinical and commercial success. Output typically includes a definition of therapeutic strategy and best transaction model going forward.

    “Thank you for sending the final deliverable…The data are so rich – we will likely be browsing through that trove for some time. Thank you, once again, for accommodating a tight timeline at the onset of the project…. Looking forward to next engagements!”

    Read the latest case study 

  • In our current fast-paced world, answers and opportunities required to support new products and business development in biopharmaceuticals sometimes need to be clarified, quantified or nullified within a tight deadline. Cello Health’s rapid response option delivers on those needs by focusing resources to accelerate turnaround and meet decision deadlines, enabling rapid pharmaceutical research and analysis and rapid pharmaceutical strategy development. Rapid response may include qualitative, quantitative, desk, or business intelligence research, planning and strategy development, and/or internal workshops and workgroups.

    Responding to an emerging company’s plan to hold a crossfunctional, C—suite level workshop in 3 weeks, Cello Health identified a list of experts in the client’s therapeutic area using a highly rigorous set of criteria, build out a very detailed landscape from existing sources and audit data, completely information gaps via in-depth 1-on-1 exploratories with the experts, and delivered the results as stimuli for an internal strategic cross-functional workshop with the client’s C-suite of decision makers.

    “Nice job integrating the primary and secondary learnings and integrating it into the senior team workshop; great feedback from the team today and looking forward to our next project together.”

    Cello Health’s rapid response service delivers at the same high quality output at the same level of detail and provides the value expected from the Cello Health team in half or less of the usual time.

    Read the latest case study 

  • The world is not getting any simpler. In most markets clinical and commercial teams developing a long-range plan must negotiate a multitude of uncertainties that lead to a seemly infinite and perplexing range of scenarios. Somehow a variety of assumptions around technology, regulatory, access, product profile, competitors, and customers has to condense into a concise and coherent strategy.

    “What I most appreciate about Cello Health is their willingness to tell us what we do not want to hear. We rely upon a number of external partners. Among all agencies, Cello Health projects result in the highest levels of confidence in the quality of the final product.”

    Scenario planning is a powerful thinking approach that is becoming an increasingly important component of early phase planning, launch strategy and life cycle management. Cello Health are expert practitioners of scenario planning, employing a robust approach to build, identify, prioritise and characterise the scenarios that stretch strategic thinking. We design research into the future and fuse analytical and creative techniques to bring scenarios to life. Common and scenario-specific issues can then be translated into core strategies and contingency plans. You may not be confident of the world but you can be confident in your plans!

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  • Product launches can be the most exciting periods in a company’s history. Yet only 30% of assets recover their risk-adjusted R&D costs during lifetime sales. Unmet need and a product’s value proposition play their part, but the quality of strategy, planning and organisational execution are also key determinants of a trajectory that is often set in the first 12 weeks. Two companies with similar assets will produce remarkably different results.

    “Cello Health Consulting provided invaluable support in developing the launch strategy. As well as sound strategic input, they provided rigour, structure and clear process. They also gave focus to a geographically dispersed team and achieved the project in tight timelines.”

    Cello Health has significant experience in launching products, having worked with biotech and pharma companies, and as consultants, across rare, orphan, specialist, and primary care sectors. Our LaunchPRO framework – Plan, Readiness and Organisation – is built on our deep understanding of launch, from critical thinking, coordination and cross-functional alignment, to the sheer hard work to get across the finish line. Our Launch experts challenge and support clients to deliver a robust strategy, with disciplined implementation, enabled by a focused and aligned organisation.

Delivering success

Explore our case studies below to see how we’ve delivered success for our clients

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Analogue Intelligence

Growing both players in a duopoly market

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Analogue Intelligence

Asset and Brand Strategy

A new strategic process driving country and functional alignment

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Asset and Brand Strategy

Competitor Planning and Response

Informing Phase III requirements in an increasingly competitive environment

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Competitor Planning and Response

Successful Launch Planning

Ensuring successful biologic launch through organisational transformation

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Successful Launch Planning

Scenario Planning

Evaluating where to play in the Microbiome

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Scenario Planning

Patient Engagement

Understanding the intersection between the patient flow, the patient journey and the patient experience in pain management

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Patient Engagement

Opportunity Assessment and Forecasting

US commercialisation strategy for target asset

Opportunity Assessment and Forecasting

Opportunity Search and Evaluation

Identifying the optimal commercial partner

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Opportunity Search and Evaluation

Portfolio and Platform Strategy

Strategic development of gene editing platform technology in rare disease

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Portfolio and Platform Strategy

Let’s work together

The journey to scientific and commercial success is often complex and always critical. If you are looking for an expert partner to help steer you to confident solutions, contact us today

Contact us