The client
A medical technology and pharmaceutical company based in Europe was developing a drug-device combination for a sedative product to be used with anesthesia. The therapy was approved in Europe and the client was planning to enter the US market.
Challenge
The client needed to better understand the key differences between commercializing in Europe and the US. The therapeutic landscape, Healthcare Practitioner (HCP) perspectives on the drug-device combination treatment, and the characteristics valued by US HCPs were all important to understand how to position strategically within the US. Furthermore, the client needed to understand the potential value of the US opportunity and the investment requirements for commercializing in the US, in order to determine how to approach organizational scale-up and level-set on revenue expectations.
Approach
We established the US market fact base through interviews with HCPs and hospital decision-makers to better understand unmet needs, factors influencing treatment decisions, Pharmacy & Therapeutics (P&T) decision making for hospital formulary inclusion, and the role of Group Purchasing Organizations (GPOs) in contracting.
Our team developed a product revenue forecast generated from primary and secondary research that included assumptions for product utilization, pricing and discount rate; and a sensitivity analysis that highlighted key opportunities and risks in the US market.
We then defined US organizational scale-up requirements, including proposed organizational structure, full-time-equivalent and out-of-pocket investment requirements over time, as well as potential salesforce structures and engagement models.
