The importance of understanding Market Structure

In the first of a series of Lumanity papers that address important aspects of strategic planning, Peter Smith, Senior Vice President of Commercial Consulting, discusses the importance of understanding Market Structure.

A Market Structure, sometimes referred to as Market Cascade or Driver Tree, is an analytical tool and visual map that shows where treatment approaches differ between groups of patients, how many fall into each group, and importantly, why these treatment differences occur.

We cover:

  • Why a Market Structure is so useful
  • The common problems in developing an effective Market Structure
  • Critical steps to define your Market Structure

An understanding of Market Structure is particularly important when developing positioning for a portfolio of assets – alignment of strategy across more than one brand team can only be achieved through a shared understanding of one Market Structure.

Senior Vice President, Commercial Consulting, Lumanity