Launch Situation Analysis for a New Oncology Therapy

A clinical stage biotech company focused on oncology was about 18 months from launching its lead (and first) product. The company had just hired its first commercial team members. The product would launch into an increasingly crowded market, with an existing set of competing agents. The CEO and commercial team wanted to know how the new therapy would fit into the future treatment paradigm. This knowledge would help inform forecast updates, early strategic decisions (e.g., positioning), and a high-level launch roadmap.

Our team performed desk research and qualitative interviews with 24 oncologists representing key opinion leaders, academic researchers, and treaters in community practice. The interviews focused on understanding current treatment practices, the oncologists’ perceptions of the therapy’s target product profile, and the anticipated future treatment paradigm – all through a competitive lens. After completing our research, we synthesized all the results and insights into a Situation Analysis, including preliminary drivers and barriers to launch success.

Our work characterized two primary competitive threats in different patient populations, defined preliminary HCP segments that can be tested in future research, and set the foundation for all further launch strategy and planning work. We continued to support the company as it prepared for its first launch.