Market planning and pricing for an underperforming drug
Our client needed to increase uptake of its emphysema alpha-1-antitrypsin deficiency (AATD) therapy product in order to increase market share.
Our objective for the project was to look at opportunities to expand the product franchise.
We worked to:
Build an understanding of the market for AATD therapy products
Benchmark competitor patient benefit, positioning, marketing effort and pricing
Map the healthcare system involved in the diagnoses and prescribing of AATD therapy products
We identified two key opportunities to grow the AATD therapy franchise:
Increase the diagnosis rate by educating doctors, patients, and insurance providers – only 5% of AATD cases are being accurately diagnosed; most cases are misdiagnosed as other chronic lung diseases or go undiagnosed.
Price the product at a premium to competitor drugs to reflect the drug’s significantly shorter patient infusion time, which provides a meaningful benefit to the patient.