The Aequitas Group
Featured Case Study
Market Research - Leveraging insight from Payors
A major United States pharmaceutical company, on the verge of launching a product into an already well established market space, was seeking guidance on proper product positioning. The Aequitas Group was asked to determine optimal product positioning and product launch strategies. A market evaluation and competitive landscape analysis was requested prior to FDA approval to aid in the development of a product launch strategy.
To understand how best to position our client’s product, we identified the most appropriate analog treatments and used secondary research to build a baseline account of the market and narratives for each analog product regarding how each was launched and resulting market positions. We then leveraged our proprietary relationships with decision-makers from government and private health insurance companies, hospitals, and healthcare professionals to validate the initial research and provide additional insight. Based on the comprehensive research, we suggested a value proposition matrix to support product positioning with each healthcare market stakeholder.
Qualitative and quantitative analysis illustrated a clear product launch approach for our client to execute in order to establish a foothold in the healthcare marketplace as well as specific tactics to increase patient access to therapy. In addition, The Aequitas Group identified a list of top priority managed care players to contract with in order to be market competitive and maximize patient access to their product. The insight gained through our research and analysis was used to ultimately lead to favorable product placement and a successful product launch.
For more information on how we can help you develop and use evidence to differentiate your product, please contact us today.
© 2009 The Aequitas Group, Inc. All Rights Reserved.