- Client: European multinational pharma company
- Therapy Area: CNS
- Geographical Scope: Global
Client Challenge
The Emerging Neuroscience Team of a European Multinational Pharma Company was interested in understanding the trade-offs between different possible claims and their commercial impact for a novel treatment in early Phase II for PHN (Post Herpetic Neuralgia) and PTN (Post Traumatic Neuropathy) and its role in pain management.
goupH Approach
We kicked-off with a face to face meeting to meet the client team and to review existing draft DTPPs, capture available research and address any questions. This meeting also helped groupH understand the potential benefits of this asset’s unique Mechanism of Action.
groupH prepared for a Qual/Quant process with therapy area experts and payers to inform the forecast and commercial impact analysis. The qualitative research with 20 KOL doctors covered the US, France and Japan and focused on discussing and ranking/rating the attributes of current treatments vs. attributes of a novel treatment using SIMALTO technique to engage doctors and deliver visually clear and meaningful outputs. The results of the qualitative research informed a quantitative online survey with 132 doctors.
These insights informed a market forecast model based on differential analysis and order of entry considerations. Patient shares were calibrated with third party audit data to avoid bias and over or under statement. These findings informed a final workshop with the client clinical team.
Deliverables that the groupH team produced during the project:
- Developed discussion guides closely with the client (including local Marketing Companies) and brought them through compliance
- Executed the primary qualitative research with doctors and payers and aligned on the insights with the client
- Developed and set up the quantitative online research and developed a calibrated market model
- Aligned with the client on all assumptions driving the market model and developed meaningful scenarios
- Put together a comprehensive value proposition
- Developed core visual aids for subsequent key client meetings.
Impact
Our work allowed the client to differentiate better between product attributes and other factors (e.g. guidelines) driving prescriptions. Polypharmacy and formulary restrictions were adequately reflected in the model and the positioning and patient segmentation clarified.
SIMALTO helped to accurately describe and position the new treatment versus the standard of care to reflect unmet efficacy needs vs. other trade-offs. This informed clinician and payer data needs for Phase III. The commercial impact analysis supported the proposed plan with a sound commercial rationale. Perhaps most valuable has been the close involvement of the client clinical team and local marketing companies in the process, which led to a high level of trust in the underlying assumptions and hence the resulting conclusions from the project.
“We decided to work with groupH because we felt their approach was the most appropriate for this indication and stage of development and because we just like working with them.…they really listened to our needs and also to the expertise of our team internally and took our opinions on board… I would highly recommend this approach to any product development group..”
