industry
life sciences
examples
Dean Perspectives
Representative Client Engagement – Market Planning and Pricing
Client Problem:
- A global plasma therapeutics company was seeking to increase uptake of its emphysema and alpha-1-antitrypsin deficiency (AATD) therapy product, and asked Dean & Company to look at opportunities to expand the product franchise
Approach:
- 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
Results:
- 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
Representative Project Output (Blinded):
