Case Studies

  • Biotech Company - Infectious Disease Market Assessment
  • Device Company Launch Plan
  • Cardiovascular Launch Plan
  • Suboptimal Launch Success

Business Case

A development-stage biotech company with a highly specialized technological platform was developing a therapy for an infectious disease. Their lead compound was in Phase II, with a planned launch just a few years away. The company needed to better understand the market to help drive the appropriate decisions concerning future clinical studies and the claims needed at launch. They were also in discussions with several potential partners and needed a thorough understanding of what value to place on the asset in these discussions.

Actions

Beacon Consulting Group conducted a thorough market assessment, including: a review of the pathophysiology of disease, the epidemiologic profile of the disease and expected growth rates over the next 15 years, standards of care both today and expected changes to those standards, and unmet needs that their new product could fill. This assessment also included a "bottom up" patient-based forecast model and pro-forma P&L that the client lauded as "great to have, because it's easy to use, realistic, complete, and defensible."

Outcome

Through this assessment, several key findings became instrumental in determining which patient populations to target in the pivotal trials, and in which setting patients need to be treated. This assessment also yielded a comprehensive, patient-based forecast model that is now being used in business development discussions to articulate valuations.

Beacon Consulting Group was then asked to assist in further business development efforts.

Business Case

A small device company was planning a US launch within the next two years. However, they had limited understanding of the market dynamics, or where and when their product would be used post-launch. They asked Beacon Consulting Group to assess the market and guide them in their launch planning activities.

Actions

Beacon Consulting Group conducted a thorough market assessment, including: a review of the condition for which the device would be used, the epidemiologic profile of the disease and expected growth rates over the next 15 years, standards of care both today and expected changes to those standards, and unmet needs that their new product could fill. Additionally, Beacon Consulting Group conducted a market structure assessment to better understand the settings their product might be used in, how (and by whom) it would be reimbursed, and the implications this had on commercial team size and structure.

Outcome

Several key findings became apparent during the exercise. First, the epidemiology of disease in the US was significantly different than the company had believed (the company had under forecast the potential growth rates of the market). The exercise also uncovered key reimbursement dynamics that impacted forecasting plans and commercial team structure, as well as a deeper understanding of the complexities of pricing/reimbursement in the device market in the US.

Beacon Consulting Group was then asked to develop an overall company business plan that set out the vision of the company, and the positioning of the product at launch to use in soliciting further funding rounds from investors and bankers.

Business Case

A small cardiovascular company was developing a naturally occurring metabolite of a common vitamin to prevent mortality after coronary artery bypass graft (CABG) surgery. With an ongoing Phase III study, the company was just over one year from launch without firm plans to get to market, understanding of how to prepare the market for their novel therapy, or understanding of how a "naturally occurring product" would be reimbursed.

Actions

Beacon Consulting Group conducted a thorough assessment of the market and the product, and began the research to understand how payors would view a life-saving product that could be purchased through "neutraceutical" channels. This review also included analyses of pricing options versus competitors in the CABG/PCI space as well as pricing options that drove overall system cost savings. The outcome of this work was a pre-launch plan that included specific recommendations on positioning for the product, and significant awareness-driving activities to introduce customers to this young company.

Outcome

This assessment found significant needs in driving reimbursement planning and market preparation work for the company. After gaining agreement to all major conclusions of the project, the phase III trial failed. All subsequent work was halted.

Business Case

A specialty pharmaceutical company found sales were significantly below expectations within six months of launch. The marketing team had changed strategies a number of times in less than one year, there was significant turnover in the sales team, and the sales leadership and marketing leadership were not in agreement on best path forward.

Actions

Beacon Consulting Group first assessed the marketing strategy and worked with the marketing team to refine that strategy based upon input from the sales team, feedback from key opinion leaders, and market research. Once this strategy was clear, it became apparent that the sales team was delivering inconsistent messages that did not support the strategy, to targets that were not optimal in delivering results on that strategy. Beacon Consulting Group worked with the head of marketing and the head of commercial to understand the metrics that needed to be tracked to understand if the strategy was being implemented or not, and how to interpret the results the company was seeing.

Outcome

Early trends on the shift in strategy are promising. The sales management team now understands the need to drive consistency in message and flawless execution against targets. While more clinical data are needed to fully realize the strategy that was outlined, all early indicators are positive.

Business Case

A specialty pharmaceutical company found sales were significantly below expectations within six months of launch. The marketing team had changed strategies a number of times in less than one year, there was significant turnover in the sales team, and the sales leadership and marketing leadership were not in agreement on best path forward.

Actions

Beacon Consulting Group first assessed the marketing strategy and worked with the marketing team to refine that strategy based upon input from the sales team, feedback from key opinion leaders, and market research. Once this strategy was clear, it became apparent that the sales team was delivering inconsistent messages that did not support the strategy, to targets that were not optimal in delivering results on that strategy. Beacon Consulting Group worked with the head of marketing and the head of commercial to understand the metrics that needed to be tracked to understand if the strategy was being implemented or not, and how to interpret the results the company was seeing.

Outcome

Early trends on the shift in strategy are promising. The sales management team now understands the need to drive consistency in message and flawless execution against targets. While more clinical data are needed to fully realize the strategy that was outlined, all early indicators are positive.