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a development company it did not intend to market the product
itself, but wanted to be able to gain the full value from
licensing out the product.
The
objectives for the client
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To understand the pricing potential
in European markets, and hence the commercial value of
the product.
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To ensure that they were not missing
opportunities to collect data that could enhance the value
of the product during Phase III trials.
The programme of work
Bridgehead Consulting used desk research
to:
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review the available treatment guidelines
to establish current best practice
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identify the full range of products
in development for the same indication (this identified
about 20 products in Phase1 or later clinical trials)
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establish the price structures for current
therapies in the five major European markets (France,
Germany, Italy, Spain and the UK)
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identify what outcomes and cost information
was available or could feasibly be generated.
Bridgehead Consulting held discussions with
key opinion leaders in the major markets to understand how
they used the currently available therapies, where they saw
unmet therapeutic need, and how they would expect the new
product to be used in clinical practice.
Bridgehead Consulting held informal discussions (on an anonymised
basis) with key payers in the price controlled markets and
local payers in the markets where product usage is constrained
by primary care budgets, to ascertain what price might be
acceptable, and what evidence would be needed to support that
price. |
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The
deliverables to the client |
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A comprehensive report that:
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identified where the new product
would best fit within the treatment paradigm, for
both acute and chronic management of patients
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assessed the achievable price
level for both acute and chronic indications
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reviewed the Phase III trial protocols
against the evidence needed to support the desired
price level.
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The
project achievements |
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The project confirmed that:
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it was realistic to expect a price
sufficiently above the current generic price levels
to make the product commercially attractive
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there would be no new entries to
the market before or soon after the client's product,
which would have a significant impact on price levels
or the competitive environment
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the clinical development programme,
which focused first on acute therapy, with the indication
for chronic therapy following later, was consistent
with the optimum pricing strategy
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it was feasible, and would be acceptable,
to use a modelling approach to demonstrate pharmacoeconomics
benefits, rather than adding additional data collection
requirements to the Phase III trial protocols.
Added value
Bridgehead Consulting's findings enabled
the company to:
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implement its clinical trial plans
with confidence, knowing that they would provide
the information necessary to support the desired
price level
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prepare for out-licensing discussions
with a good understanding of the value of the product
in key markets.
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