Link to related case: Pre-Launch Conditioning in Ophthalmology

Marketplace/therapeutic area assessments

  • Therapeutic overview including patient population, incidence, prevalence, providers involved in care, referral patterns
  • Current treatment approaches, guidelines, and unmet needs
  • Treatment evolution
  • Regulatory approval requirements and hurdles faced by approved products
  • Managed markets review of current reimbursement practices, challenges approved products faced
  • Key drivers and hurdles/challenges

Brand positioning and differentiation

  • Target Product Profile scenarios, and how these scenarios compare vs. competitors
  • Product value proposition

Communications story and key message development

  • Concise description of product, itís use, and value
  • Comprehensive key message platform to support Communications Story

Scientific and clinical Advisory Board composition and guidance

  • Advisory Board member recommendations and selection, as well as program format to meet business objectives

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