A senior leader of Kineticos was asked to assist a leading biopharmaceutical company with a European based ophan drug product launch. Given the limited information available on the under-developed rare disease, there was a need to clearly define the market segments and develop a Target Product Profile.
Utilizing established market research methodologies, the key patient segments were identified by determining how diagnosis, treatment, and reimbursement differed across geographies. The outputs of the segmentation process influenced both optimal and minimal attributes targeted in the product profile, which would play a critical role in providing direction to the leadership team.
The patient segmentation analysis and a comprehensive target product profile allowed the company to put strategic initiatives in place to achieve optimal success throughout product launch. The report also included several key success factors that drove cross-functional decision-making along with short- and long-term planning.