Patient Assessment to Inform Launch Strategy

Summary

SciVida assisted an emerging biotechnology company with a late-stage asset in conducting a comprehensive patient assessment and patient archetype analysis to guide launch strategy.

Situation

Our client’s asset for a common condition was less than a year from launching into a market consisting of both prescription and over-the-counter treatment options. In order to inform launch strategy for the asset, the client team needed to understand the patient experience, perceptions of unmet need, product choice drivers, cost sensitivity, and willingness to pay, as well as the impact of these elements on future product use, considering the indication’s recurrent nature.

SciVida’s Approach

Our team collaborated closely with the client to identify and prioritize key business questions the assessment needed to address across the patient experience, patient impressions of a blinded product profile, impact of product attributes on treatment preference and selection, cost sensitivity and willingness to pay, and copay assistance.

Next, SciVida conducted quantitative and qualitative primary research with patients. Using the data and insights from the research, we conducted a robust analysis of patient receptivity to the product and the resulting willingness to pay, combining both van Westendorp and Gabor Granger methodologies, as well as an evaluation of patient segmentation and the incremental value of specific product attributes.

Our analysis identified crucial out-of-pocket cost thresholds and a suggested cost per prescription as well as patient archetypes based on key patient characteristics to help the client develop pricing and market access, patient engagement, and copay mitigation strategies and make critical decisions regarding where to invest resources.