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.

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