Market Research
Product Launch

Need
• Newly formed U.S. specialty pharmaceutical company needed to successfully launch its first commercial product
• A successful launch was required to give credibility to company and enable it to raise additional capital to develop other new products

Approach
• Market research was conducted with urologists, endocrinologists, and selected primary care physicians to determine prescribing habits, average patient load, and sensitivity to product pricing and physician treatment preferences
• Research also conducted with all types of third party payers ( e.g.,HMOs, Medicare, Medicaid) to determine pricing sensitivity and probable tier reimbursement level
• Sales force hired in advance of product approval, trained, and aligned with areas of highest targeted physician and patient populations
• In-depth profiles of all competitive products developed

Benefits
• Product was approved by the FDA on time and launched in the U.S. within sixty days of approval
• Sales calls made to all 5,000 targeted physicians within two weeks following product launch
• Within one year, product generated significant sales and expanded the market