stakeholders
optimal positioning
We use focus groups, interviews with key decision makers, and our proprietary Soft Futures® simulations to define optimal positioning for your product or service. Combining quantitative analysis with these quantitative techniques, we can establish for each potential position:
- the likely size of the market;
- competitor products and alternative
treatment approaches; - the chances of successfully overcoming the
‘fourth hurdle’; - likely management or payor resistance to the offering;
- likely support or opposition from prescribers;
- likely support from patient groups and the media;
- likely market share;
- likely speed of adoption.
We use this information to model the revenue in future years in each market of interest, including a range to reflect any uncertainties in the market and in the performance of the product or service. This allows us to generate information to support fully informed decisions to be made about chosen positioning. This is particularly valuable early in the product life cycle, when these decisions will shape aspects of design, the centres and key opinion leaders you work with, what evidence you will need, and which channels you will use.