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Demand modeling and scenario planning for a novel, mass-market agent for hypercholesterolemia
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
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Service Areas Details
Market Research (Demand Modelling, Scenario Planning)
Therapeutic Areas Details
Other Therapeutic Areas (Cardiovascular)
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