Inbeeo’s client, a large pharmaceutical company, launched a product in an ultra-orphan indication. Following the publication of promising clinical results, they were looking to pursue an indication expansion into a potentially much larger indication.
Although clinical results were positive, this indication expansion posed an immediate threat to price. There was therefore a critical need to identify the optimal positioning which maximised the value to patients, whilst still achieving commercial objectives.
We developed a series of potential scenarios for our client’s product, looking at multiple iterations of the target indication and product positioning.
The potential impact of these scenarios on price and access was informed by an extensive analysis of key analogue products that had followed a similar target population expansion in the recent past.
The scenarios were extensively workshopped with the client, including a forced-ranking exercise to sharpen their focus on only 3 desirable scenarios.
The scenarios developed for our client were fed into a quantitative model that allowed them to pilot their negotiation in real-time and achieve their desired outcome to maximize both patient and company value.