How to Win

Research Output

Provide the decision maker the flexibility to say ‘what if’ in scenario planning for commercialization and development by assessing a new product’s predicted utilization (by key patient types) in a future environment containing significant uncertainties specific to product profile, competitive landscape, access/reimbursement

Decision Making Framework

  • What will drive customer choice in the future?
  • What are the customer needs for which current treatment alternatives do not fulfill?
  • How/where will we differentiate along future choice drivers to satisfy customer needs?
  • How do physicians anticipate utilizing this new product by key patient types?
  • How does intended utilization change when assumptions related to product profile, competition, reimbursement change?
Future Market Simulation

Research Output

Provide the decision maker the flexibility to say ‘what if’ in scenario planning for commercialization and development by assessing a new product’s predicted utilization (by key patient types) in a future environment containing significant uncertainties specific to product profile, competitive landscape, access/reimbursement

Decision Making Framework

  • What will drive customer choice in the future?
  • What are the customer needs for which current treatment alternatives do not fulfill?
  • How/where will we differentiate along future choice drivers to satisfy customer needs?
  • How do physicians anticipate utilizing this new product by key patient types?
  • How does intended utilization change when assumptions related to product profile, competition, reimbursement change?
Positioning

Research Output

Identify a unique and compelling single minded functional/emotional benefit that addresses key drivers of choice and satisfies a specific customer unmet need

Decision Making Framework

  • Who is the target (physician segment, patient type)?
  • What promise will deliver the most unique and compelling functional/emotional benefit to the target audience?
  • How could this promise be vulnerable/susceptible to current and future competition?
  • What supporting evidence will be needed to make the promise credible?
  • How uncertain is the supporting evidence, and how will the viability of the promise be impacted if select evidence were to be unavailable?
Messaging

Research Output

Carry forward strategy into flawless execution with key messages, cohesive story with optimal sequencing and integration of creative and message in visual aids to develop the overall package

Decision Making Framework

  • What are the most motivating messages and what are the most optimal bundles that will motivate a behavior change?
  • For the most optimal bundles what is the most appropriate story flow that supports the brand positioning and differentiates vs.competition?
  • How can we pressure test the messages and story flow to identify vulnerabilities and uncertainties?
  • What is the optimal creative execution that will bring to life the core essence of the product and reflect the brand's positioning?
  • What is the most effective confluence of written and visual communication that is clear, relevant, believable and motivating in an increasingly competitive marketplace?