Global Patient Case Demand Study

A clinical biopharmaceutical company sought to understand the market potential of a novel, late-stage pipeline drug candidate for a rare form of blood cancer.

Viscadia was tasked with designing and conducting an in-depth demand study in key global markets to gain insights into the current market landscape and future developments, and to inform the forecast model based on the study’s findings.

We assisted the client in evaluating the product’s potential across various patient segments and equipped the forecast for a successful launch planning.

Challenge

Product’s Positioning Amidst Evolving Market Dynamics

• Current treatment options comprise a mix of newly launched branded targeted therapies and generics
• A recently approved branded therapy for frontline use is disrupting the treatment paradigm

Complex Patient Segmentation Based on Eligibility and Prior Treatment History

• Patient segmentation, including prior treatment history, is vital for assessing the product’s potential relative to competitors
• Variations in the potential product label are also crucial in identifying the target patient opportunity

Accelerated Timeline to Meet Cross-Functional Needs

• An updated forecast incorporating the findings of the demand study was necessary to inform operational and financial decisions
• A new round of investments depended on the updated forecast metrics

Approach

Patient Case Study

• Realistic patient cases incorporating the key patient characteristics influencing treatment decisions provided context for the research
• Patient profiles included key characteristics, such as prior therapy and response, making them more realistic
• Patient simulation enabled the estimation of shares at both segment and subsegment levels within each line of therapy

Global Quantitative Survey

• Online surveys were conducted globally across major geographies, involving over 250 physicians across key specialties and practice settings

Multiple Product Label Scenarios

• Respondents’ treatment choices were evaluated across multiple product scenarios to assess their receptivity towards different potential product labels

Post-Survey Calibration

• A robust share calibration methodology was adopted to triangulate physician-stated responses
• Real-world dynamics and to adjust for HCP overstatement in anticipated prescribing

Competitor impact

• Assessed awareness of the recent front-line approval of a key competitor and its potential impact on physicians’ current treatment choice selection

Outcome

End Deliverables

• Global study readout with key insights on prescribing behavior and analyses around product potential for each geography
• Patient case simulator to investigate preference share estimates across different patient segments
• Updated forecasts and scenarios for each geography based on the outputs from the demand study

Key Highlights

• Physicians preferred the product for later rather than earlier lines of therapy due to the lack of direct-comparison trials with existing treatment options
• US physicians prioritized the product’s efficacy over safety, while EU physicians expressed greater concern about safety, resulting in lower overall prescribing rates in the EU than in the US

Impact

• Helped identify product characteristics that differentiated the new product relative to competitors
• Insights from the demand study and the forecast updates supported successful launch planning and played a key role in securing additional investments prior to launch