Transcript
Page 1: Case Study: Prediction Test for Patients' Sensitivity to Fluoropyrimidines

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BACKGROUND

CHALLENGE

IMPACT

The Client, a cancer treatment center team of scientists wanted to market a new theranos-tic test for oncology patients. Research led the R&D team to developing an innovative predictive test that assesses patient’s sensitivity to fluoropyrimidines (antimetabolite drugs), and would help physicians personalize patient treatment for breast and colorectal cancers.

The Client sought an in-depth exploratory review of the future market potential for fluoropy-rimidines sensitivity testing in oncology patients. The overall study objectives were to:

- Gain in-depth knowledge about the users, their perceptions and understanding of the predictive test

- Determine the competitive landscape - Define the Client’s future operational and tactical position, in order to success-

fully introduce the product to market

SOLUTIONTo define the needs and expectations of prediction testing for fluoropyrimidines sensitivity, The MarkeTech Group (TMTG) conducted a series of 23 In-Depth Interviews (IDIs) with oncologists, hospital administrative stakeholders, and pharmaceutical industry chemo-therapy product managers in France, Germany, and the U.S. In addition, secondary data was also collected and used to quantify the market opportunity.

The study provided the Client with a better understanding of the key stakeholders’ decision process for adopting the predictive testing by identifying the major drivers and barriers to adoption. Results also helped pinpoint the right marketing mix to target to the appropriate segments. As a result, the Client incorporated TMTG’s strategic and tactical recommenda-tions and created a strategic business plan for improved financing and for moving forward with launching the predictive testing successfully to market.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

South AmericaEurope

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORY

PRODUCT CREATION

BUSINESS PLANNING

Medical DeviceMedical Imaging

Medical DiagnosticsMedical IT/eHealth

BiotechnologiesPharmaceuticals

Technology AssessmentOpportunity Analysis

Customer and Product RequirementsProduct Concept Testing

Segmentation AnalysisBrand Positioning

Packaging and Materials Testing

Business PlansBusiness Models

MARKET RESEARCHCustom Market Analaysis

Competitive Intelligence

MARKET PLANNINGOpportunity AnalysisMarket Mix Analysis

Prediction Test for Patients’ Sensitivity to Fluoropyrimidines

TECHNOLOGY GO / NO GO

North America

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