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Late-stage positioning for an investigational drug-device combination

Late-stage positioning for an investigational drug-device combination

The Client

Pharmaceutical R&D company + path-to-market strategy company

The Need

To identify the most compelling story and value proposition for a new drug-device, as well as the most appropriate stage of the patient journey for offering this solution.

The Action

Primary interviews with neurology specialists in three European countries to gain deep insights into unmet needs and prescribing drivers. Reactions were also elicited for four positioning strategies to discover which would be most meaningful for healthcare providers, patients, and caregivers.

The Outcome

Unexpected findings completely redirected the value proposition for the new drug-device, offering the company a disruptive market entrance.

“Thwart with underlying psychological influencers across stakeholders, Nicola helped us devise a value proposition that had meaning and relevance to healthcare providers, patients, and payers.”
– Path-to-Market Head

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Thwart with underlying psychological influencers across stakeholders, Nicola helped us devise a value proposition that had meaning and relevance to healthcare providers, patients, and payers.

– Path-to-Market Head

The client

Pharmaceutical R&D company + path-to-market strategy company

The need

To identify the most compelling story and value proposition for a new drug-device, as well as the most appropriate stage of the patient journey for offering this solution.

The action

Primary interviews with neurology specialists in three European countries to gain deep insights into unmet needs and prescribing drivers. Reactions were also elicited for four positioning strategies to discover which would be most meaningful for healthcare providers, patients, and caregivers.
Unexpected findings completely redirected the value proposition for the new drug-device, offering the company a disruptive market entrance.

The outcome