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» Experience Makes a
Difference
Example
1: In-licensing Product Assessment - Specialty Pharmaceutical
BioTrak was engaged to evaluate the market dynamics, trends and
key factors shaping the U.S. acne medication market to assess the
growth opportunity for client’s licensing candidates and new
product concepts.
Methodology:
• 40 telephone doctor interviews (TDIs) in two weeks
with high prescribing dermatologists and pediatricians.
• Focus on insight into market behavior and key
product selection factors for Rx/OTC product forms, including
rationale
for product form, strength, and brand
selection.
• Role and influence of sampling, field sales
representation, and current medical opinion also evaluated.
• Potential uptake of three new product concepts
investigated.
Example
2: Global Market Forecast - Infectious Disease Multiple IVD
Segments
BioTrak was engaged to estimate the current size of three leading
infectious disease IVD markets; dollar volume, test volume, and
share by segment, brand, and geographic region; and, to provide a
5-year market forecast with key dynamics and drivers for each
segment.
Methodology:
Multi-faceted research design encompassing:
• Development and administration of a an internet
and fax survey (n=87 lab directors) to quantify test volume,
projected
use rates, average unit price, and brand mix
• In-depth thought leader interviews (n=14)
• In-depth key customer segment interviews (n=16)
• Secondary market research to include other
surveys, reports, and published statistics
• Forecast model development
Example
3: Market Opportunity Assessment - New Drug Candidate
BioTrak was engaged to evaluate several potential niche (hospital
segments and pediatrics) market opportunities for a new GI drug
candidate in $14B pharmaceutical sector. In addition, assess
potential interest and uptake for new drug candidate each niche
market segment.
Methodology:
BioTrak conducted thirty-five (35) in-depth interviews among six
different medical specialties (MDs, RNs Pharmacy Directors) to
understand current therapeutic prescribing patterns, unmet needs,
and explore the potential fit and opportunities for Product X in
the niche markets. The recruitment was complex and multifaceted,
however BioTrak completed the within a one-month timeframe.
Example
4: Product Definition and Portfolio Planning - Diagnostic Product
Technology
BioTrak was engaged to define the key product performance and
design specifications necessary for the client to achieve success
in rapid diagnostic infectious disease market. This project
supported development of client’s strategic product development
plan
Methodology:
• Phase One included in-depth interviews with
microbiology and molecular diagnostic lab leaders from multiple
segments (teaching hospitals, medical centers,
private/commercial labs, and public health) to scope preliminary
product concepts and design parameters.
• Phase Two included subsequent in-depth interviews
with microbiology laboratory supervisors and managers to refine
the product concepts and verify key design
assumptions.
Example
5: Technology Application and Valuation - Diabetes Drug Delivery
Technology
BioTrak developed market models for client’s novel diabetes drug
delivery technology in four discrete patient populations and
multiple competitive product entries and market dynamic
scenarios.
Methodology:
• Multiple in-depth one-on-one interviews conducted
with high prescribing endocrinologists and diabetologists
regarding
potential fit, uptake and indicated use for the
client’s drug delivery technology under market scenarios
contemplated.
• Secondary research performed to determine patient
segmentation, epidemiology and disease trends, growth rates,
treatment options, pipeline, emerging
molecules, etc.
• Qualitative analysis and quantitative market
valuation developed for clients drug delivery technology.
Example
6: Business and Strategic Plan Development
A privately
held point of care diagnostics company contracted with BioTrak to
re-write their business plan to emphasize a transition of focus to
molecular diagnostics. A
face to face meeting took place with the CEO, CFO, and other
Senior team members to analyze the technology and develop the
business plan strategy. Subsequent meetings with this group, as well as the Board of
Directors yielded the necessary data to create a final Business
Plan document that enabled them to successfully secure a
multi-million dollar financing round.
Example
7: Commercial Planning - Genomic and Proteomic Platforms
A privately
held genomic/proteomic technology platform company hired BioTrak
to assist them in the development of a business commercialization
strategy that included a tactical execution plan.
The deliverables were an executive summary, investor
presentation, competitive analysis, partner analysis with
prioritization of contacts, and a product positioning document
with features and benefits identified. This work resulted in a success multi-million dollar
financing round, a series of partnering opportunities, and a
proprietary product position in the genomics/proteomics
industries.
Example
8: Business and Strategic Planning - In Vitro Diagnostic
Company
BioTrak
was hired by a publicly-traded infectious disease medical device
company to:
-
Write a business plan that would be used to raise
additional capital from the public sector and gain support from
the analyst community.
-
Perform a competitive analysis of companies providing
therapeutics for HIV and Hepatitis.
-
Conduct an HIV and Hepatitis market
analysis of devices and therapeutics currently available for the
treatment of these two diseases.
-
Conduct a market analysis of worldwide distribution channels for
kidney dialysis treatments. Dialysis
machines were the vehicles for the successful administration of
the medical device the company was introducing.
- Do a
report that described the clinical trial process necessary to gain
FDA approval for both the HIV and Hepatitis therapeutic medical
devices.
This work
resulted in the company obtaining additional financing, gaining
the interest of analysts, starting negotiations with several
dialysis distribution channels, and starting the clinical trial
process for their first product in the HIV market.
Example
9: Commercial Strategy for Drug
Discovery Tools
BioTrak was
hired by a public drug discovery software simulation company to
“re-invent” a product line that wasn’t selling to its
targeted market. We
were asked to do a thorough analysis of the product, re-write the
marketing plan, and create a PowerPoint presentation reflecting
the new strategy. This
work resulted in the closure of six large accounts in nine
months---the average sale per client ranging from $350,000–
$500,000.
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