Overview

A specialty biopharmaceutical company focusing on the development and commercialization of novel therapies for treating neuropathic pain needed assistance with assessing the market.  Our client encountered competition within this ever-growing market and needed assistance differentiating its brand.  RxC was asked to perform a strategic market assessment to develop a Target Value Profile (TVP) to aid in distinguishing our client’s products from potential competitors.

Approach

To develop a successful Target Value Profile, RxC adopted a strategic approach that entailed:

• Assessing the market to understand unmet needs, treatment algorithms, and the competitive landscape

• Identifying clinical and economic outcomes delivered by each product

• Assessing the client’s product profile and how it could be differentiated at launch

• Conducting physician, payer, and patient interviews to develop optimal outcomes

• Capturing and incorporating the patient journey

Results

Our Target Value Profile methodology provided the client with a comprehensive understanding of its product’s position within the market and outcomes to focus on for optimal differentiation.  The TVP included a base case, upside case, and downside case that enabled a full market picture to emerge.