W5 DIGITAL INSIGHTS

Opportunity

Blue Sky Biotech, a leading mid-cap biotechnology company in the United States was developing a brand in a highly specialized therapeutic area. They recently launched a first in class product for an orphan population. Blue Sky Biotech saw a significant unmet need for their product’s target population & had significant sales growth forecasts in the first year of launch. Blue Sky invested heavily in sales and marketing efforts for the peri-launch period to extract the full value of the product during it’s 7 years of market exclusivity.

Challenge Blue Sky Biotech was able to clearly define patient profiles for their acquisition target. They defined their total addressable market, served available market, & share of market they could plan to serve. The commercial efforts were targeted at outpatient physicians in two specialties. Clear and complete brand, lifecycle management and market access plans to support the sales growth projections were developed. Despite excellent preparation & sufficient investment in commercial efforts to support significant growth, sales in the first 2 quarters after launch were 20% below forecast.

Solution Blue Sky Biotech contacted W5 Digital Insights about the market for their newly launched product. W5 helped Blue Sky refine their addressable markets and was able to find robust data to clearly define the known and future share of market. W5 queried patient & provider level claims in the Insights database. The robust nature of the database revealed many new insights. Interestingly, the medical claims data showed only 42% of the claims since launch were coming from the outpatient setting despite targeted commercial efforts for this channel. The vast majority of the claims were from areas not targeted by commercial efforts. 41% of claims came from the hospital/ER & 15% of claims came from long term care. This insight allowed the commercial team to optimize their their call points and incentive compensation plans immediately. Marketing discovered & could target new physician specialties addressing their patient population that were previously unknown.

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Commercial Optimization: Product Launch Excellence

2%15%

10%

31%

42%

Office Hospital ER Long Term CareOther