Market Research & Analysis/Forecasting

One of the key pillars of developing a robust product strategy is understanding the target market(s) including the current and future competitive landscape, target audience(s)’ unmet needs, key market opportunities and drivers, and market barriers. This sets the backdrop for evaluating the strengths and weaknesses of a potential product relative to the market opportunities and threats (SWOT). The market assessment creates the framework and context for developing a product strategy and forecasts.

In the very early stages of product development eg. pre-clinical, it may be sufficient to utilize secondary research to evaluate a market and develop a Target Product Profile (TPP). As more nonclinical or initial clinical data is generated, Qualitative and Quantitative market research should be utilized to validate the commercial attractiveness of the TPP, and key market and product assumptions to support revenue and NPV models. Primary market research can be a powerful tool to communicate the potential commercial attractiveness of a product to investors and/or strategic partners.

Atheln’s market research and forecasting experts have extensive real-world experience in a multitude of therapeutic areas and technologies from pre-clinical to late-stage clinical development and life cycle management. They have worked with all segments of the healthcare provider continuum: physicians, nurses, other healthcare providers, and patients. Atheln’s experts have held operational positions in commercial, market research and forecasting functions and know what it takes to deliver insightful and actionable results.