OUR TAKES ON:

To successfully market a pharmaceutical product, a critical first step is to define a realistic playing field. Patient level data can be leveraged to identify the most important dimensions that discriminate physicians' treatment decisions. Forming the basis for a high-level market map, those dimensions provide guidance in carving out the most attractive playing field for the product.

Accurately sizing the business opportunities for a product, and clearly identifying the leverage points and barriers to achieving the desired goals, require more than doing research with focus groups. Sophisticated market simulation techniques using rich patient level data can estimate the size of narrowly defined patient segments several years in the future, and inform the brand team about specific opportunities available to the product.