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Insulin Pump Product Positioning: An early-stage company developing a single-use insulin pump asked Health Advances to work with its management team to
define its US product positioning strategy, and specifically to provide recommendations on product specifications. Health Advances conducted in-person patient and
clinician interviews as part of this study.
Reformulation for Rheumatoid Arthritis: Employing a novel delayed-release formulation, our client had identified an opportunity to reposition a marketed
compound not widely used due to a complicated dosage regimen. Our work focused on whether such a repositioning would be clinically relevant, how it might be used, how
it would need to be priced, and what clinical studies would be required. In addition, we worked with our client on a strategy to out-license the drug to a large
pharmaceutical company.
Reformulation of a Beta-blocker: A beta-blocker market that is over $2 billion is rapidly becoming generic, but our client saw an opportunity to prepare
a specialized once-daily formulation of a popular ingredient. The key issue in positioning this product was that the brand company would also be launching a QD formulation.
While our client's product would have some modest advantages, a key element in our work was understanding formulary and reimbursement issues and to what degree the proposed
advantages would overcome an establish brand presence but also price competition from generics.
Reformulation of a Pain Control Product: Intense competition in the QD pain control arena motivated our client to seek our help to confirm substantial skepticism
among physicians that once-per-day formulations actually deliver 24-hour coverage without breakthrough pain. We determined the value for a formulation that truly delivers
24-hour coverage and how that could be positioned to physicians and payers to gain market penetration. We also thought through the factors that would be necessary in convincing
an attractive pharmaceutical partner to take on the marketing challenge.
Improvements for Oral Drugs: A mid-tier client was considering accumulating a suite of drug delivery technologies for improving oral agents. By considering all
FDA-approved oral agents (OTC and prescription), Health Advances ranked various oral enhancements such as easy swallowing, taste masking, sustained release, and combinations
for their commercial value. The potential value-based premium that could be captured on the prescription drugs weighed heavily in the study. This evaluation helped the client
prioritize the technologies to develop and in-license.
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