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Demand modeling and scenario planning for a novel, mass-market agent for hypercholesterolemia
Service Areas
Therapeutic Areas
Client Type
Mid-size Pharma
Client Problems
- A small but highly-valued biopharma client sought to quantify the opportunity for a new hypercholesterolemia product across 6 patient segments and 3 physician specialties
- More specifically, they wanted to know which product attributes will drive share uptake vs. the market-leading statins and the classes in late-stage development (PCSK9i and CETPi)
What We Did
- Given the landscape, a methodology was needed to process a large amount of feedback efficiently
- We conducted a quantitative conjoint study with n=300 physicians across 3 specialties; as well as 20 qualitative payer interviews
- Using this primary data, we created an annual revenue forecast capable of flexible scenario planning
Our Results And Insight
- Understand baseline patient segmentation
- The benefit of LDL lowering was shown to vary by drug class (statins vs. non-statins) – a critical, new insight
- Respondents were segmented by unmet needs in the cholesterol market (e.g. LDL-C, risk reduction and compatibility with statins)
- Drivers analysis for differences between upside and downside revealed insights for commercial resource allocation
See other case studies
Service Areas Details
Market Research (Demand Modelling, Scenario Planning)
Therapeutic Areas Details
Other Therapeutic Areas (Cardiovascular)