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


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”


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

Representative Deliverables

Patient Journey

Sample report page

Market Landscape

Sample report page

Dx Testing Overview

Sample report page

Strategic Initiatives

Sample report page