Market Development Analysis Reveals Global Pharma Company True Market Potential

When a new marketing lead took over a biologics brand for a leading global pharmaceutical company, she knew something was amiss. The company’s reports showed the drug performed strongly in its primary market, but lagged far behind expectations in its secondary indication. She began asking questions:

  • How big was the true market?

  • Do we understand where we are successful and where we aren’t?

  • What can we do to sustain and increase growth?

  • And, why did it appear patients were dropping off due to cost-related factors when the company provided assistance programs?

To investigate, Navigant provided an objective, third-party analysis of the drug’s true market potential for the secondary indication.



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