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Case Study

Leveraging opportunities for new products that do not fit existing market norm and exploiting opportunities to reshape market dynamics

Complex Quant

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PRIMARY METHODOLOGY

Conjoint analysis with integrated order of entry assessment, preceded by qualitative market landscaping and TPP assessment to inform the conjoint design

KEY PROJECT PERSONNEL

Lisa Heideman and Alison Golding are Directors with gold standard expertise in complex quantitative techniques; they love to inform business decisions in areas of high complexity or novelty

TIMELINE

2 months for the qualitative stage, 3 months for the quantitative phase

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Key ‘touchpoints’

  1. Align on the current market structure, and the key challenges that will face your asset – who will treat (including factors driving treatment / referral decisions), how decision will be made between competitors, role of patient preference, role of product order of entry, role of possible side effects and management protocols
  2. Conjoint workshop with the marketing and forecasting teams to refine the conjoint design and align with your forecast structure/ensure everyone is trained on how to use the model/max ROI
  3. Review first analysis to align on key parameters such as class share boundaries / uptake curves / re-weighting / tempering
  4. Interrogate the tool, exploring implications for the brand team and the highlighting key insights to drive strategy
  5. Report delivery and forecast simulator training – so the team can explore the impact of different decisions and what if scenarios

DEMAND ASSESSMENT WITH INTEGRATED UPTAKE FOR A GENE THERAPY BREAKING MARKET PATTERNS

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BACKGROUND

Gene therapy is a new paradigm in hemophilia. Our client’s gene therapy is expected to be second or third to market, but with a stronger clinical profile. However, once treated with any competitor gene therapy, patients become permanently ineligible for our client’s product.

COMMERCIAL OUTPUT

Blueprint Partnership developed an excel-based simulator that integrates conjoint simulations with order of entry and uptake curves to max product potential.

CLASSICAL EXCEL-BASED CONJOINT SIMULATOR

  • Product shares
  • Sensitivity analysis
  • Attribute importance

WITH INTEGRATED UPTAKE

  • Factoring in order of entry
  • Different speeds of uptake
  • Option to boost class share potential after 10 years of experience (a critical milestone for gene therapy)