Case Study: Product & Price Optimization

Optimizing clinical trial strategy for a large pharma brand

CS big pharma

In early stages of product development, before you start clinical trials, understanding which product characteristics will make or break the product potential in the market can help you take pivotal decisions

The issue

Our client needed to fully understand the potential of several early-stage assets in an increasingly competitive market. To take a decision on whether or not to proceed with the asset development, the client needed to know which product characteristics and specific levels of efficacy and safety needed to be achieved to be successful 3, 5 and 10 years down the line.

What we did

We used a unique combination of qualitative and quantitative methods to identify efficacy and safety levels that would make the client’s assets: 1) an acceptable; 2) a successful; and 3) an unbeatable competitor in the autoimmune space. We identified market shares that the pipeline assets would be able to gain depending on the levels of efficacy and safety they achieve in trials. We then ran a series of workshops with the client’s medical, marketing and insights team to understand which levels can be realistically achieved by the assets in the forthcoming clinical trials. Having chosen the optimal solutions, we then pressure-tested our findings in a KOL workshop and helped the client optimise the clinical trial strategy.


Our insights help the client identify the pipeline assets with high potential and the dead-end asset preventing unnecessary resource allocation early on. We helped the client optimise their forecasting models and clinical trial strategy approach allowing the teams to achieve success across trial phases. Finally, we also fed into client’s early positioning work by outlining what HCPs and patients are looking for.

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