A mid-sized biopharma company sought to optimise the launch sequence of three different phase II/III assets across a range of (orphan) indications and define LCM pricing strategy across key markets to support optimal ROI.
The company was facing substantial uncertainty and mounting pressure from direct competitors and was struggling to:
- Define the Target Product Profile (TPP) for assets & competitors from a pricing perspective
- Identify price benchmarks and key drivers for price at a country level
- Model multiple possible scenarios due to the complexity of the pricing framework, limited access to standardised data, and lack of visibility of competitors strategy and evidence
Step 1. Value price analysis & price forecast model
GPI performed a value-price analysis against selected Anologue cases & current SOC.
Step 2. Product Vs. Competitors Price Evolution
GPI benchmarked regional price evolution against competitors, in potential life cycle & launch scenarios.
Step 3. Key price drivers and optimal business scenarios
GPI identified areas for TPP optimisation and favourable launch sequence scenarios.
Step 4. Mitigation planning & strategy development
GPI constructed proactive plan and strategies to mitigate competitors’ impact and optimise ROI.
GPI enabled the team to define engagement priorities and create a coherent, evidence-based message to socialise throughout the organisation. GPI’s toolkit was integrated with the company’s internal tools, enabling flexibility and the ongoing strengthening, and testing of business hypotheses as the products moved towards launch.