Case Studies

Market Readiness Strategy Case Study

Developing go-to-market strategy for a novel oncology agent for a rare biomarker selected indication

The Situation

A biotechnology company was preparing for the launch of a new oncology drug
The drug would require adoption of a novel companion diagnostic to identify a rare mutation
This was the first time the organization had brought a drug to the commercialization stage

The Ask

Assess the market landscape to identify the patient journey and buying process
Develop a strategic roadmap of key activities for the next two years leading to FDA filing and approval
Establish a budget and organization structure plan

The Actions

1

Primary and Secondary Research

Analyzed competitive landscape
Conducted more than 20 one-on-one interviews with clinicians to assess the diagnostic and therapeutic landscape and implications for the product
Interviewed functional leads from commercial oncology companies for benchmarking and “lessons learned”

2

Launch Planning

Generated a patient journey, mapping out key bottlenecks the product could face
Synthesized implications of the market landscape
Mapped out strategic imperatives and high-level tactics for the next two years
Developed a commercial budget and headcount plan leading up to launch
Led multiple rounds of workshop with client teams to generate consensus

The Impact

Identified hurdles to adoption of Product X and the importance of establishing the novel companion diagnostic

Established set of key strategic imperatives to prepare the market for Product X launch

Created a launch planning road map, with clear activities and associated budget and headcount

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