Business case and commercial forecast for a new medical device (including additional digital services)
Supporting a large medical device company define the business case for the development/launch of a new delivery formulation for a respiratory therapy
Context
The Challenge
- The company was assessing the commercial viability of investing in the development of a new medical device for the treatment of a respiratory disorder (with the option for an additional digital support service)
- The company required an understanding of the implications of the medial device (plus additional digital services) for competitive differentiation, positioning in treatment/likely prescribing, and potential eligibility for premium pricing vs. available alternative technologies
Requirements
Project Objectives
- Define the perceived clinical value associated with the new medical device (plus additional digital service support) and implications for positioning in treatment, clinical guidelines and prescribing
- Determine implications of the new medical device for payer assessment and the potential to justify premium pricing (or reduced net discounts) vs. existing options
- Develop a commercial forecast to inform predicted revenue (and P&L) for the asset across US and European healthcare systems
Methodology
Our Approach
- Desk research was completed on the epidemiology for the indication, treatment pathways (and positioning/management of products), and predicted competitive developments
- Primary research was completed with physicians and payers across the US and Europe to validate implications of the new device for prescribing/uptake and predicted net pricing
- A comprehensive commercial forecast was developed covering revenue and P&L across the US and Europe
Outcomes
Value Delivered
- The company received a detailed, evidence-based understanding of commercial viability (and P&L implications) of investing in the development of a new medical device plus additional digital features for the treatment of a respiratory disorder
- This provided the basis for strategic decisions on investment prioritisation for the senior management team, and commercialisation partner discussions across the US and European markets
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