Immunology and Dermatology Quantitative Opportunity Assessment

A biopharma client wanted to evaluate a product for two potential immunology indications. It would offer a new mechanism of action (MOA) and a different route of administration (ROA) than existing treatments. It was anticipated to enter competitive markets with an established standard of care. The client needed to understand physicians’ points of view on key topics to help identify opportunities and risks in the potential uptake of their product.

We conducted primary market research leveraging a quantitative online survey (across both potential indications). The sample included 102 relevant US-based HCPs. We gathered information regarding unmet needs (unaided), product attribute importance, minimum efficacy to consider a new treatment, and current stated prescribing. This provided a good view of the current landscape. After exposure to the new product and competitive profiles, HCPs were asked about anticipated prescribing to help assess potential future share.

This work uncovered top of mind unmet needs, identified the most important product attributes in managing patients’ conditions, and illuminated how deeply entrenched the standard of care (as well as other competitors) were. It also clarified observed standard of care response rates in practice (versus clinical trial results) and the minimal response rates required to consider a new treatment with a different MOA and ROA. Finally, the research helped to illuminate the intended prescribing for each condition, across patient types and lines of therapy.

Our research presented a clearer picture of new product consideration within each indication. The findings were very informative for strategic decisions made prior to launch, including but not limited to clinical development and new product positioning.