
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.
Path-to-Market Head
“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.”



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.

The client
Pharmaceutical R&D company + path-to-market strategy company
Path-to-Market Head

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.
