Target Value Profile for a New Drug
A specialty biopharmaceutical company focusing on the development and commercialization of novel therapies for treating neuropathic pain needed assistance with assessing the market. Our client encountered competition within this ever-growing market and needed assistance differentiating its brand. RxC was asked to perform a strategic market assessment to develop a Target Value Profile (TVP) to aid in distinguishing our client’s products from potential competitors.
To develop a successful Target Value Profile, RxC adopted a strategic approach that entailed:
Assessing the market to understand unmet needs, treatment algorithms, and the competitive landscape
Identifying clinical and economic outcomes delivered by each product
Assessing the client’s product profile and how it could be differentiated at launch
Conducting physician, payer, and patient interviews to develop optimal outcomes
Capturing and incorporating the patient journey
Our Target Value Profile methodology provided the client with a comprehensive understanding of its product’s position within the market and outcomes to focus on for optimal differentiation. The TVP included a base case, upside case, and downside case that enabled a full market picture to emerge.