Value-based product positioning through strategic landscaping

Delivering in-licence assessment and product positioning through gap and landscape analysis to identify differentiated value stories for commercial and clinical success


The challenge

Our client had in-licensed a molecule with clinical trial data from several therapy areas and was looking to prioritise clinical development by defining market opportunity and likelihood of reimbursement.

The solution

We conducted a detailed literature review and analysis of the current landscape in four potential therapy areas across five key EU countries.
Target value propositions were devised for each potential indication based on the available data and the nature of the opportunity, along with recommendations for further work to develop supporting clinical, economic and humanistic evidence. This was underpinned by a comprehensive value communication plan.

Key results

The key aspects identified for each area included current burden, unmet need and overall opportunity for the molecule. The results were presented visually using radar charts.
Our approach to assessing the potential based on product value allowed clear identification of the two indications with the greatest opportunity for commercial and clinical success.

Value to the client

Our recommendations on value strategy formed the basis of a differentiated market access strategy to be further developed and refined as the product progressed through development, and informed a number of value‑based investment and development decisions. The true value was in the optimisation of clinical development spend.

Project process using our proven approach:



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