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Obesity: Obesity drugs such as Xenical have not been as successful as many expected largely due to side effects and modest efficacy.
To solidify the product position for a new market entry, Health Advances conducted physician and patient interviews to understand current usage
patterns, the importance of dietary management, and other supportive management techniques to complement drug therapy and the implications for
the market potential, competitive positioning and promotion of this new agent.
Diabetes: A client was in the midst of licensing negotiations for a novel diabetes treatment, when it engaged Health Advances to develop
a detailed revenue forecast and product positioning strategy. This novel therapeutic was targeted at the Type 2 market, but would require a subcutaneous
or intramuscular injection, potentially creating significant barriers to adoption. We spent a considerable amount of time mapping distinct patient populations that would consider this therapeutic option.
Non-Invasive Glucose Monitoring: Working with a start-up company developing a new approach for non-invasive glucose monitoring, Health Advances
investigated potential patient segments and treatment settings where the new device might be used and how utilization might change with the introduction of
new versions of the device. This assessment became the foundation for a broader commercialization strategy and the story line for investors in the next
funding round.
Diabetes Management: Health Advances worked with an existing distributor of diabetes medical supplies to evaluate expansion strategies.
The role of disease management and the impact of innovations in product manufacturing were studied. As part of the analysis, we outlined the many different
parties involved in influencing product selection in diabetes management. One element in this project focused on the relative importance of general
practitioners, diabetes educators, managed care, pharmacists, and mail order pharmacies, and how each of their roles may change in the future.
Out-Licensing for a Novel Diabetes Drug: A client negotiating an out-licensing agreement with a large pharmaceutical company for a novel
diabetes drug sought our assistance in preparing a detailed analysis of the potential positioning of the product to support the deal value. In a very
complicated marketplace, clinical benefit, pricing, dosing regimen and side effects all influenced the positioning options. Possible weight loss effects
became almost as important in determining the positioning and driving revenue potential as the degree of diabetic control.
Anti-Diabetic Orals: A major pharmaceutical company with a leading oral antidiabetic agent sought our assistance in understanding the trends
that would drive the increased use of insulin and potentially affect the use of oral medications. This included detailed analysis of inhaled insulin,
pen delivery technologies, and insulin pump technologies.
Antibody-Based Treatment Approach for Diabetes: A client seeking to prepare for future deal negotiations and to maximize its
potential return engaged Health Advances to help develop a detailed commercialization plan for a monoclonal antibody-based approach
for treating Type 1 diabetes. Built around a comprehensive assessment of the market opportunity, the plan addressed product
positioning strategy options, clinical trial parameters, and expected sales and marketing requirements to exploit fully the value of
the product.
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