Business Case Development for an ePRO Digital Platform in Psychiatry

A mid-sized pharma company with expertise in mental health needed to assess the market opportunity for a measurement-based care digital health platform for use in psychiatry. Specifically, it needed a recommendation on whether and how much to invest for product development and commercialization.

We began with an extensive landscape analysis of tech-enabled behavioral health competitors, business models, customer segments, and use cases to prioritize the top potential go-to-market (GTM) options. We identified 8 top value propositions and assessed them to identify near- and long-term opportunities. Our team then segmented potential customers and gathered analog pricing models to estimate the market size and customer numbers for various approaches.

Next, we tested and refined the commercial opportunities via robust primary research (N=40) with key clinicians, C-suite stakeholders for IDNs, commercial payers, BHOs, health systems, and others. This also generated significant product feedback, identified drivers and barriers to adoption, and highlighted product requirements for commercialization. We confirmed that compelling opportunities existed in psychiatry for select segments that were under-penetrated by competitors and that could be pursued by leveraging the organization’s existing sales infrastructure.

Our team ultimately recommended 1.5 years of investment runway to complete a pre-commercial pilot to demonstrate product effectiveness for a go/no-go launch decision.