- Client: Global biopharmaceutical company
- Therapy Area: CNS
- Geographical Scope: Global
Client Challenge
The Emerging Neuroscience Team at a global biopharmaceutical company with an asset in early clinical development for multiple sclerosis (MS) wished to characterize the future market environment into which their product would be launching. In MS, established ABCR treatments (ABCR = Avonex, Betaseron, Copaxone, Rebif) have recently been joined by oral treatments offering enhanced efficacy & administration, but with a safety trade-off. Other potent monoclonal antibodies (mAbs) are also available, but these hold a niche position for higher-risk patients due to their safety profiles. Given these dynamics, and changes that could arise from other new oral and mAbs likely to launch, the client wished to consider the different ways in which the treatment landscape could evolve.
groupH Approach
We kicked-off with a meeting with the client team to review their latest market information and competitor assessments, discuss the challenges and opportunities they envisaged in the market, and refine the issues and themes to be explored.
groupH conducted interviews with key internal stakeholders across a variety of functions (medical, clinical operations, market insights, competitive intelligence, market access, regulatory) to gather a broad range of input. We also conducted a few interviews with leading TAEs (therapeutic area experts), to hear an independent point-of-view and understand the emerging trends that could shape the market.
groupH analysed the future market drivers, and prepared a briefing pack outlining key patient groups, current treatments (goals, guidelines, products) evolving clinical trial end points, and emerging pipeline competitors (product profiles, clinical trials, published data, TAE opinion).
We then designed and facilitated a 1-day workshop for the cross functional team. The teams built scenarios describing the possible future market outcomes, and analysed these to understand the role of different therapeutic classes, remaining future unmet needs, patient segments, and key players in each scenario. We spent the final part of the workshop identifying challenges, opportunities and critical success factors for our client’s developmental product.
Deliverables that the groupH team produced during the project:
- A concise briefing pack outlining the market drivers that could shape the market, informed by internal stakeholders, TAEs, and our own analysis.
- A structured approach to analysing the market issues and a 1-day customised workshop
- A workshop report described the possible market scenarios for the evolution of MS, and the implications in each case.
Impact
The workshop built alignment across the cross functional teams, establishing a shared understanding of how treatment landscape and market could evolve. The output informed the commercial and clinical strategy for the client’s developmental product, to ensure that the product would be well-positioned in the future treatment landscape.
