Abstract
Introduction
Using Target Product Profiles in Your Market Strategy
Our Target Product Profiles qualitatively predict the market potential of a
drug fulfilling a key unmet need. This information is critical for evaluating
the impact of clinical attributes on physician prescribing of emerging agents,
whether the emerging drug is your own or a competitor' s. Examples of how to
use the information you will fi nd in this report are highlighted below:
- For companies who are developing a drug with some of the characteristics
we are testing, our survey results reveal the standards that surveyed
physicians expect the remainder of the drug' s clinical profi le to meet. Our
analysis begins to uncover physician-expected drug attributes as well as
acceptable trade-offs in emerging therapies. Our primary research with
practicing physicians includes this emerging therapy' s anticipated patient
share, projected use by line of therapy, and forecasted sales.
- For companies that already have a drug launched for the indication in
question, our data and analysis show the impact an emerging drug would have on
their brand' s market. Not only does our research reveal which existing brands
would be replaced by a drug meeting the Target Product Profile, but it also
clearly outlines whether any drugs in the pipeline will meet the criteria laid
out by physicians to challenge the existing sales leader. This knowledge gives
existing brands the information they need to protect their share, either
through new clinical trials aimed at end points physicians say are critical
differentiators or by aggressive marketing of brand attributes that emerging
agents will not be able to beat.
- For companies looking to enter a disease through licensing or acquisition,
the challenge of sifting through tens or hundreds of early-stage candidates
can be daunting. Our Target Product Profiles can quickly show business
development teams the clinical attributes that are unique versus products
already on the market, and our primary research with physicians quickly
identifi es likely share and market potential to give a fi rst glimpse at
valuation. Because all of our Target Product Profiles are designed to be
attainable within the next decade, our research can be a fast and effi cient
way to whittle the fi eld of potential licensing candidates down to the most
valuable few.
Report Contents
The Target Product Profile reports are divided into two sections. The fi rst
section, "Etiology and Pathophysiology," offers a high-level view of the
genetic and environmental causes of the disease under study, as well as the
subsequent symptoms and clinical effects that result. This section is intended
to give the reader a clear view of the physical and biochemical pathways that
are known, or suspected, to be causative to disease onset or progression.
These pathways, therefore, are common targets for drug therapy; where
possible, we identify the molecular targets against which current or emerging
drugs act.
The second section, "Target Product Profile Summary," begins with an overview
of the drug development landscape and the attributes on which investigators
are focusing. Based on this analysis, as well as the clinical end points that
practicing physicians say are most infl uential in their prescribing decision,
our analysts defi ne a key unmet need that could be addressed within the next
ten years. Our Target Product Profiles are a set of quantifi ed performance
measures against key clinical end points and attributes that physicians build
themselves. Our analysis of physician-desired attributes identifi es areas of
potential trade-offs versus those attributes that are either expected in new
agents or are fully satisfi ed by current therapies. This section concludes
with an analysis of highprofi le agents currently in the pipeline
("Competitors to Watch" and "Emerging Product Profiles"). Using surveyed
physicians' estimates of these agents' usage as inputs, our analysis
integrates our extensive knowledge of the competitive landscape and
non-clinical market hurdles to determine the market potential of these agents
and their threat to current brands.
Note: A full bibliography is not provided with these reports, but should you
require the complete citation for a reference within this report, please
contact us and we will be happy to provide it.
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