| Organisation |
GLOBAL PHARMACEUTICAL COMPANY |
| Type of Study |
Highly Strategic Market Feasibility Appraisal |
| The problem or opportunity |
To appraise opportunities in the US for two novel medical therapies that were, at that stage, 10 years from market
To advise on further product development & marketing strategies |
| Approach |
71 depth interviews & 20 groups (conducted by three consultants in four weeks), with:
- Patients
- PCPs & Specialists
- Health insurers, managed care organisations
- Govt health officials
|
| Result |
- One technology was discontinued as the opportunity was limited to a small section of the private market (inadequate ROI)
- The other had appreciable potential so long as specific therapeutic features and benefits were included.
|
