Go-to-Market Model for an Innovative Rare Disease Therapy

A clinical stage biopharma company was moving an innovative rare disease therapy through a phase 3 pivotal trial. The therapy’s anticipated launch was less than 2 years away, and the company needed to validate the product’s market opportunity across regions, with an initial focus on the US. In anticipation of launch, the company also needed to determine the optimal footprint for its customer-facing organization, as well as define the key roles in it.

This project involved four main components. The first was to validate the disease market landscape. This included epidemiology, treatment and diagnosis rates, patient journey, competitor footprint, the access environment, opportunity size by region / center, and center archetyping. The second phase involved detailed stakeholder mapping across medical, market access, and other stakeholder groups to guide development of the optimal engagement approach. The third phase was to develop and analyze footprint design options for the customer-facing organizations, based on the company’s launch strategy and objectives. Finally, we recommended the ideal footprint across U.S centers incorporating size, structure, profiles, interfaces aligned to key stakeholders alongside the anticipated team build, and accompanying financials.

Our work enabled the client to dramatically improve its understanding of the market for the therapy and provided clear guidance for the development of its customer-facing organization. The company continued to work with Blue Matter on other initiatives related to this therapy.