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Your product is in clinical phase III, and your marketing team is preparing for launch? In these situations, our clients rely on the “BASES Rx Forecaster” service to support a successful launch planning. This service provides your team with critical insights in three important metrics:
1. Volume Potential
Developed by analyzing actual physician response and by marrying that response to in-market behavior, this BASES service provides reliable forecasts for the market potential of a new therapy.
The thorough volumetric assessment of a new product launch includes:
- Sensitivity analysis on marketing plans, managed care, competitive impact et al.
- Period by period volume build, throughout Year III.
- Volume contribution from physician and patient types.
2. Normative Database Benchmarking
Customers’ (physicians, patients, or other relevant Health Care providers) interest in a new drug is captured via a core set of questions, commonly referred to as BASES Key Measures. BASES R&D shows that these Key Measures are systematically linked to actual in-market behavior. As these Key Measures are consistently used in every BASES project, results can be data-based and compared across studies, categories and countries.
Normative database benchmarking effectively allows for evaluating overall strength and opportunities for improvements of new products.
Also, database results indicate potential volume levers: While physicians might indicate the desire to write your therapy, their claimed speed of adoption might be relatively low -- does this indicate that physicians are concerned about the efficacy of the therapy? Or, are they more worried about your side effects? Or, are they just satisfied with the current suite of therapies in the treatment area? BASES' analytical team will help you understand why the data is what it is.
3. Diagnostics
With the diagnostic analysis, BASES provides you and your marketing team with a thorough understanding about what drives or limits physicians interest, and thus gives marketers and brand teams insights in how to optimize the message to physicians or consumers.
Common diagnostic issues we explore:
- Understanding from which competitors the new drug will most likely source volume from.
- How physicians perceive the new therapy compared to competition? How does the new drug differentiates itself from competition?
- Which attributes/benefits most strongly affect physicians’ adoption, and on which attributes should communication focus on to maximize prescribing/usage levels?
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