Overview

A large-cap biopharma company was preparing to launch a new oncology drug. RxC was asked to further enhance the strategic marketing plan in preparation for launch in the US and RoW (Rest of the World).

Approach

RxC worked closely with the client’s medical and commercial team to:

• Evaluate the impact of treatment resistance on sequencing decisions for second-line treatments.

• Assess treatment options for the post-CDK segment in the second-line treatment setting.

• Evaluate the plan for replacing chemotherapy with an oral SERD in a second-line treatment setting for the US market.

Results

The client has leveraged RxC's findings to further enhance the strategic marketing plan. This has provided greater clarification on target patient segments and differentiation elements of brand positioning.