Strategic advisory: Product differentiation

Use Case
Written By Ben Manning

Situation

  • Large biotech company was looking to differentiate two drugs with similar attributes in the same therapeutic indication

Task

  • The goal of the advisory meeting was to gather insights that will allow for optimization of product positioning in the therapeutic landscape/market by understanding the data and characteristics that were most differentiating for each

Action

  • Engaged 15 advisors (MD or NP/PA) who had experience across the treatment spectrum with both products

Result

  • The primary post-meeting findings indicated that specific classes of drug interactions could drive regimen choice, but that many providers were not aware of these potential interactions

  • Drug interactions were elevated as a key educational and messaging component as a result

Ben Manning
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