From Clinical to Commercial: Full-Cycle Market Research Solutions
In the biopharmaceutical world, the path from drug development to commercial success is fraught with challenges. Every decision is critical, and requires precise insights and decisive action. Michael Allen Company offers a complete suite of market research solutions designed to provide data-driven confidence and strategic foresight for every one of your commercialization decisions.
Stage 1: Precision Navigation for Business Decisions
WayFinder℠: Licensing Evaluation Solution
Key Question: Is this asset worth the investment?
WayFinder℠ delivers a complete solution for licensing evaluations, integrating claims analytics and key stakeholder insights so you don’t have to juggle multiple vendors. From competitive intelligence to KOL, prescriber, patient, and payer research, every piece is brought together in a single, streamlined engagement. Backed by in-depth knowledge of disease areas, real-world industry expertise, and proven methodologies, WayFinder℠ delivers the high-quality insights you need to move forward.
Stage 2: Laying the Foundation (Early Clinical Development)
Phase 1 and 2
Phase 3
Pre-Launch / Launch / Inline
In the early stages of drug development, the most critical tasks are to assess commercial potential and define a strategic direction. A wrong start can lead to a tremendous waste of resources and time in the years to come.
ViewFinder™ Epidemiology / Sizing
Key Question: How big is our market?
We use “waterfall” slides to estimate accessible opportunity and “leakages” at each leverage point, alongside robust estimates of dynamic and static patient pools. Our Disease Natural History Models integrate multiple data sources to provide a comprehensive, non-conflicting view of the market size, offering a solid foundation for early investment decisions.
ViewFinder™ Patient Journey
Key Question: Where should we focus?
We go beyond simple diagramming to quantify the key elements of the journey. By integrating quantitative data (e.g., claims, charts) and qualitative insights (e.g., emotional journey), we help you identify critical influence points, behavioral objectives, and potential drivers or barriers to find the most valuable points of intervention.
Stage 3: Precision Targeting (Late-Stage Clinical Development)
Phase 1 and 2
Phase 3
Pre-Launch / Launch / Inline
As a drug enters late-stage clinical trials, market strategy must shift from “broad” to “precise.” At this point, a deep understanding of physician and patient behaviors is key to developing a successful launch strategy.
ViewFinder™ Decision Hierarchy
Key Question: What drives treatment choice?
We apply statistical data mining and multiple algorithms to identify the core drivers of choice and key patient types. We present our findings in an intuitive, story-telling format, making complex decision logic easy to understand and helping you to precisely target your brand messaging.
ViewFinder™ Market Map
Key Question: Where is our opportunity?
We provide a clear, actionable, and enduring “bird’s-eye” view of the opportunity space. By combining data-driven factors, qualitative insights, and strategic thinking from the brand team, we help you map the landscape and position your drug based on projected market sizes and its “ability to win.”
ViewFinder™ Segmentation
Key Question: What are the key market sub-groups?
We use multiple segmentation techniques to divide target prescribers into sub-groups based on attitudes, motivations, perceptions, and behaviors. Through data-mining and qualitative reconnects, we not only identify these groups but also deeply understand their underlying reasons, even connecting segments to CRM to make the process easier and more effective for your sales reps.
Stage 4: The Commercial Sprint (Pre-Launch / Post-Launch)
Phase 1 and 2
Phase 3
Pre-Launch / Launch / Inline
At the critical moment of launch, accurately forecasting market share, optimizing marketing messages, and tracking post-launch performance are the final keys to ensure commercial success.
ViewFinder™ Demand Study
Key Question: What’s our peak share?
Our proprietary chart-based testing methodologies result in robust and realistic estimates of clinical preference. With a user-friendly simulator, you can test scenarios for preference share, optimal sequencing, and source of business to gain a deep understanding of what is driving the share.
ViewFinder™ Choice Based Drivers
Key Question: What drives share?
Through intuitive choice tasks and multi-wave quantitative studies, we assess the market’s unmet needs and areas for improvement. This approach boosts statistical power, decreases costs, and reliably tracks brand preference over time, giving you the power to continuously optimize.
ViewFinder™ Forecast Model
Key Question: How do we track our launch?
We use a bottom-up patient-based model, rather than a top-down share gain model, to ensure brand uptake assumptions are based on real patient flow dynamics. With a dynamic UI for scenario modeling and cross-validated inputs, we can more accurately quantify opportunities and track treatment experience.
SAPPHIRE™ Tracking
Key Question: How do we continuously monitor and optimize brand performance?
This is a chart-based tracking platform designed to deliver clear, actionable insight into global brand performance. It combines attitudinal data with behavioral insights, providing a unified view of key metrics at local and global levels and linking respondents via unique IDs for true longitudinal analysis, helping you identify growth bottlenecks post-launch.