BIOTRAK SERVICES
Product Planning
and Commercial Strategy

Product Planning
Successful product strategies are a key to continued company growth regardless of whether you’re an early stage firm or major market leader. Often multiple products can be derived from a unique, fundamental enabling technology. BioTrak facilitates the development of a successful product strategy by considering multiple factors that will impact adoption from the initial product launch to successful product line expansions. We consider factors such as: initial product configuration (application, indication), meeting unmet needs, follow-on applications or indications, practice patterns, reimbursement, pharmacoeconomics, regulatory hurdles, complimentary products, supplies, competitive environment, timing, packaging, pricing, positioning and promotion.

Opportunity Assessments
Independent market assessment provides the foundation for business planning. BioTrak analyzes the complex factors impacting market dynamics and provides concise segment assessment to meet the specific needs of our clients. BioTrak combines primary and secondary research to determine market potential based identification and verification of unmet needs, product/application fit, available patient populations, epidemiology, regulatory climate, competitive landscape, reimbursement, market maturation and key customer drivers. In addition to supporting business planning, market assessments and rational forecasting are prerequisites to successful corporate development and fund raising activities.

BioTrak can define the key success factors for your product or business area and develop strategic options for consideration. It's about visualizing the future, understanding trends in the market, and building competencies and competitive advantage. Through the eyes of our senior consulting team, BioTrak provides a unique perspective drawn from decades of industry experience.

Pricing and Positioning
Optimal pricing and positioning decisions for healthcare products come from insightful consideration of the impact and weight of multiple factors including but not limited to, competitive landscape, currently available options (and cost relative to efficacy and safety), reimbursement environment, willingness to pay, gatekeeper attitudes, work-flow fit and pharmacoeconomics. BioTrak provides early-stage qualitative pricing research through one-on-one interviews or focus groups with physicians, formulary decision makers, and patients if necessary to guide decision making. Other services include pharmacoeconomic evaluations, price sensitivity studies and penetration modeling.