ASCVD Co-positioning Strategies
“Who are the major providers of echocardiograms (ECG) in the US and EU5, how do their offerings compare, and who should we work with to support launch of our novel first-in-class asset to treat patients with obstructive hypertrophic cardiomyopathy (HCM)?”
Our client, the Global Commercial Lead for a novel cardiology asset in a top-10 US-based biopharma, required a foundational understanding of the ECG market to inform commercial strategy. As diagnosis of obstructive HCM through ECG would pose a significant bottleneck to uptake, mapping the ECG landscape and identifying partnering opportunities was central to developing and implementing successful launch strategy.
To build up foundational understanding and buy-in, we conducted the project in two phases. Research was conducted across key global markets including the US, EU4, UK, India and Australia.
The initial phase aimed to quantitatively assess global market share of different ECG devices and providers, and critical assess the business performance to identify the leading providers within each geography and across regions. This stage relied on in-depth secondary research and analysis to build a comprehensive market report and extract the key conclusions and implications.
The second phase involved qualitatively evaluating the ECG landscape to identify the top potential providers in key global markets, and critical assess their technical and commercial capabilities to support potential applications for HCM diagnosis and disease management. This was informed by secondary research to develop company profiles, and informed by additional primary CI research clinical and commercial in-market ECG experts.
Our analysis informed immediate partnering and commercial activities for our client at both the market and global level. As part of the project, we completed a series of working sessions with affiliate commercial teams which helped to build the working relationship and dialogue between the markets and Global. Eradigm provide our client with an actionable roadmap which since led to partnerships in key markets as a key pillar of the product launch.
“Connecting the Global and affiliate market commercial teams was a key objective of this project. Beyond the research itself, our client found it extremely valuable for the Eradigm team to act as facilitator and partner to affiliates, making sure the strategy and planning develop in Global were warmly received and co-created with the markets.” Ilaria Coppola, Manager