Developing Product Launch Strategy For An Orphan Drug For A Specialty Pharma

Launching a pharmaceutical drug is complex, however, in case of orphan drugs the process is even more difficult owing to the lack of knowledge about the disease state, fewer analogs to derive lessons from, and little understanding of patients’ experience.

The business team of a specialty pharma company, in the advanced stage of launching a novel drug for a rare disease, was struggling to answer the basic questions around target population, top treaters and treatment journey. The disease was marred with high rate of misdiagnosis, involving complex treatment and diagnostic process thus making it difficult to determine the patient pool and the target physicians.

Axtria helped the client develop a go-to-market strategy involving sales force size & structure, segmentation & targeting and alignment to ensure a successful product launch.

The effort resulted in the following:

Efficient targeting through determination of precise patient pool

Identification of key thought leaders based on healthcare physicians (HCPs) valuation

Robust execution strategy ensuring best coverage of targets and opportunistic targets

Read this illustration to know how Axtria performed a thorough analysis of patients’ treatment journey to develop a product launch strategy for commercialization of an orphan drug.

Contact us at insights@axtria.com with any questions.