Situation
Our client was preparing for the launch of a new, targeted therapy for colorectal cancer (CRC) while facing the imminent prospect of a major competitor launching a similar product for the same tumor indication.
Although both drugs worked through different mechanisms, there was little to differentiate their efficacy in terms of slowing tumor growth. The client faced the dual challenge of identifying the optimal positioning strategy for the product, both in relation to existing regimens as well as the anticipated competitor entry.
IMS Oncology Approach
We examined chemotherapeutic products and/or protocols in CRC, through in-depth, face-to-face interviews with specialists treating the disease in each country.
Their perceptions of the protocols were gathered, and IMS also sought oncologist views on the prospective profiles for the two new chemotherapy treatments under development.
A further analysis simulated oncologists' prescribing decisions within a representative sample of real-life CRC patient situations. This approach provided the potential size of each patient segment of interest for the new chemotherapy treatment, and converted the propensity to use the particular treatment into a realistic estimate of prescribing.
Outcome
Supported by the use of validated proprietary models, IMS provided the client with an in-depth picture of the way oncologists perceive current treatments in the CRC arena, while being able to calculate potential share in each of the patient segments identified.
Based on the drug's evolving profile, we were able to construct a brand perception map indicating its likely place and acceptance in current protocols of care for CRC. Our results addressed all possible positioning platforms for our client's brand, taking into account the oncologist views of existing regimens as well as those anticipated in the near future.
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