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Refining the Product Positioning for a New Market Entrant: Obesity products, 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.
Product Positioning for a Novel Cancer Therapy: Health Advances assisted a client in Phase I development of a novel cancer therapy in preparing for its
later phase clinical trials and discussions with potential commercial partners. The Health Advances team undertook a thorough analysis of the way that the product would
likely be used in the clinic. This research included the product's positioning relative to existing therapies and future therapies, physician reaction to the efficacy and
side effect profile, as well as pricing and dosage regimen. Based on these insights, Health Advances defined the target population, refined the product profile appropriate
for the target segment and refined the draft of the desired label claims.
Therapeutic Device Positioning: Health Advances studied the market for a currently marketed therapeutic medical device for prostate cancer to determine how
to achieve broader market penetration. The team evaluated pros and cons of positioning the product as a first-line alternative treatment versus a second-line therapy for
treatment failures. The study involved interviewing both current users and non-users to determine current perceptions of product positioning and use, and assessed the
opportunity for growth and the likely requirements for penetration (clinical trials, etc.) in other indications not yet targeted by the client.
Diagnostic Imaging Software Product Positioning: For a small, private company, Health Advances assisted with positioning a software product for interpreting
MRI used in breast and prostate cancer for market launch. The research involved assessing which patient segments within each indication would have the most economic and
clinical value. In breast cancer, the team looked at the initial diagnosis of high-risk patients versus use as a second line diagnostic tool for suspicious mammography
versus post-surgical follow up.
Therapeutic Device Product Positioning Strategy: Health Advances was engaged to assess the optimal positioning of a client's laser versus competitive products,
including drugs and other device-based dermatological treatments. The client's laser was already marketed, but had a new indication that Health Advances was investigating.
As a part of this study, Health Advances conducted a conjoint analysis study with consumers and physicians to develop a positioning strategy.
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