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The main objectives of the project were:
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To use primary research to explore the level of interest among specialist physicians (anaesthesiologists, oncologists and trauma specialists) in products targeted at post operative, cancer breakthrough and trauma pain.
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To explore the pricing potential of such products.
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To estimate the likely market share of each product in the indications which were found to be of most interest.
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To estimate the likely sales force requirements.
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To prepare a 10-year sales forecast.
The programme of work
Bridgehead undertook a programme of primary and secondary market research to compile the following technical and commercial information for each of the pain products:
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An overview of the product, its stage of development, target market and competitive position.
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An estimate of the likely market share of the product in the indications of most interest, as determined by the physician depth interviews.
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A summary of the assumptions used in the market models.
Sales force requirements were determined using a combination of:
Benchmarking, through review of audited promotional data for analogous products Bottom up assessment based on target audience. Interviews with industry experts.
Based on the above information, a market
model was constructed which provided an estimated sales forecast
for each product by country for the next 10 years.
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The
deliverables to the client |
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A comprehensive report addressing
the company's stated objectives above.
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The report was subsequently included
in the "Auditors Report" to gain regulatory
clearance for the deal.
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A tailor made probability-based
NPV model covering the major elements of the company's
current business activities.
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The
project achievements |
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Bridgehead delivered a comprehensive analysis of the market potential for each of the products in the countries of interest.
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An independent view on likely sales force requirements was provided, which corroborated the company's own views.
Based on Bridgehead's recommendations, the client progressed to term sheets.
Added value
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