Situation
A medium-sized pharmaceutical client had found its oncology portfolio had undergone enormous growth in the past three-five years, and it wanted to plan for further expansion. However, oncology was an area the client had historically struggled with to find reliable information to support the decision-making process.
Even with two major products in the colorectal market - used in at least six protocols/regimens - there was a lack of understanding around the drivers of their success and uncertainty as to how they could maintain or surpass their current market performance.
IMS Oncology Approach
Our experts identified the most appropriate positioning strategy for each of the client's regimens in the market, and provided a detailed understanding of the reasons behind prescribing choice in the specific usage situations/patient segments in colorectal cancer.
The IMS Oncology Mapping & Modelling® approach was used to identify the driving factors behind product choice in the colorectal cancer market and detail the perception of different products and regimens to see where oncologists positioned each - both those manufactured by the company as well as competitor drugs and regimens.
Frequency of usage situations
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Outcome
Based on IMS analysis our team met with the client to discuss a SWOT analysis containing the product combinations, to formulate recommendations for the positioning strategy, by patient segment.
The client had a strong sense of how physicians viewed colorectal cancer as an immature market with few satisfied needs. Our collaboration verified opportunities for the client to build on its strengths and reinforce existing physician trust.
By advising on new clinical trial programs and messaging strategies, our experts helped the client maintain its past performance, while reaching out to build future success in additional tumors of interest.
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