Life Science Case Studies

Developing Disease Area Strategy
A medium-sized biotech company had just completed a Phase III study that showed a positive trend, but failed to meet its primary efficacy endpoint. The company needed to determine the next-best clinical study that would maximize its ability to show efficacy. In addition, the company had in-licensed another distinct molecule with a different mechanism of action that had the potential to treat the same disease. Given these multiple opportunities to treat the same patient population, the company needed help developing the best disease area strategy

Applied Strategies helped the client develop several clinical development options for each molecule. We worked closely with the project teams and senior management to define the risk and return of each option. Because both molecules had the potential to be developed for the same indication, each option was carefully evaluated to determine the optimal timing of launch, mitigate cannibalization of the first product by the second, address pricing issues for each, and to develop an appropriate pricing and market positioning strategy for the two products.

Applied Strategies was asked to present the results of this disease strategy development project to the Board of Directors, who agreed with the final recommendations to fund both programs, despite significant pressure to reduce R&D spending.

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