Case Study: New product planning

See how Kx Advisors supported the launch of a new drug with a novel mechanism of action by identifying potential product profile improvements to better match market needs, and building a business case to prioritize future clinical investment

The Problem

Kx Advisors supported a client developing a new drug with a novel mechanism of action in the dermatology space. As the drug moved from Phase II to Phase III clinical development, the client sought to assess the current treatment landscape, evaluate and forecast the market potential for the new drug, and identify the most attractive segments to play for subsequent clinical development.

How Kx Helped

Kx helped the client understand current market dynamics, identify ways to improve the product profile and better match patient and customer needs, and validate the product’s overall market potential to support further clinical investment.

Our research and analysis included:

  • Physician and patient qualitative interviews: to assess current care practices, unmet needs, and interest in product adoption based on various potential product profiles
  • Detailed physician and patient quantitative surveys: including conjoint and pricing analysis to test launch hypotheses and identify critical inputs for product forecast (e.g., adoption, share capture, segmentation)
  • Forecasting and benchmarking research: to develop a detailed, 10-year forecast model with upside and downside scenarios based on clinical results and uptake curves for a comparable product analog in established markets with multiple generic products
  • Business case development: including recommendations to optimize product commercialization, tap into synergies within existing portfolio, and support further clinical investment in the product