Case Studies

Competitive Intelligence - Urology

Insight

A major 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 acquired intelligence from a variety of sources in this marketplace prior to product launch. This information aided in the execution of a product launch, as well as informed business efforts to increase access in the managed markets, specifically using contracting strategy as a tool to gain favorable drug formulary placement.

Strategy

The strategy for this client involved a combination of primary and secondary market research techniques. Primary market research was obtained from patients, providers, health insurers, and pharmacy benefit managers through an online panel. Secondary research was conducted through data analysis of current sales trends in managed markets. Patient access to the entire product class was also evaluated through formulary analyses. This strategy identified key metrics that would provide insight into contracting strategy and increase patient access.

Execution

In addition to defining current positions for all products being evaluated, The Aequitas Group identified a list of top priority managed care players to target in order to match competition and maximize patient access to the product.