Informing the Go-To-Market Strategy for a Targeted Therapy in NSCLC
Situation
A client preparing to launch a genomically -targeted therapy for patients with NSCLC sought insights on best practices to inform their Go-To-Market (GTM) strategy.
Task
Deduce key strategies that current marketed competitors are employing to identify biomarker-selected patients and establish their therapies in the minds of treating physicians
Action
Utilized our in-house databases of secondary intel to research and contextualize key intelligence questions
Leveraged our network to gain insights from key stakeholders in the field, including national experts, community and academic oncologists, biomarker researchers, biomarker-focused consultants and industry representatives.
Summarized key stakeholder views regarding the biggest challenges and solutions in identifying patients and getting more targeted therapies administered as first-line treatments.
Results
Contrary to the client’s expectation that current competitors were using real-time alerts through the EHR, we found that actual marketing strategies are centered around tissue stewardship. Based on our findings, the client overturned their original hypothesis and avoided investing time and money in a strategy that current frontrunners have found to be inefficient. Instead, the client harnessed our insights to anchor their launch strategy to the most effective entry points.
Overturned hypothesis
Gained insights
Anchored strategy
Focused On the Most
Effective Entry Points
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Please note: images are for illustrative purposes only.
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