June 2023

Data-driven launch strategy for an ultra-rare disease product

Impact of comprehensive data-driven strategic planning and execution to drive rapid uptake and launch success
Data-driven launch strategy for an ultra-rare disease product

CONTEXT:

In February 2022, the product was launched by a start up biotech firm specifically indicated for the treatment of PEComa, a rare and potentially aggressive form of cancer. PEComa, affecting the uterus, skin, liver and gut, has a limited patient population with no ICD Code, making identification of patients particularly challenging. The product's introduction was an important breakthrough, as it became the first drug specifically indicated for PEComa, unlike previous treatments that were developed for the broader Sarcoma landscape but used for PEComa patients as well.

The company eventually captured 60-70% of the PEComa treatment market, a testament to the critical role our strategic expertise played in shaping the launch and market penetration strategy. Our tailored approach ensured that the product quickly became the standard of care in PEComa.

CHALLENGE:

As a startup biotech firm launching its first drug, the company faced the challenge of navigating complex market dynamics without the robust resources typically available to more established players in the industry. Operating in the rare disease space of PEComa further compounded these challenges. Many standard strategies used for larger, more common disease areas could not be directly applied, necessitating customized approaches tailored to the needs of a smaller, highly specialized patient population.

Another significant challenge was the absence of an established data infrastructure for processing patient claims data—an essential element for understanding patient access, treatment patterns, and the broader therapeutic landscape. In the post-launch phase, the lack of a dedicated data warehouse or infrastructure for reporting sales data created further difficulties, impacting the ability to track and analyse sales and execution performance effectively.

Given these circumstances, it was essential to adopt a resourceful approach to maximize the use of available data. Considering the need to optimize within a thoughtfully managed budget, this required a blend of expertise and creative thinking to develop effective market strategies that aligned with available resources.

APPROACH:

Our launch strategy focused on data-driven insights, effective targeting, and operational tools to ensure successful market entry and sustained growth. Key elements included forecasting to align production with demand, targeting high-potential accounts and prescribers, and ranking key opinion leaders (KOLs) for strategic engagement. Custom tools like a CRM system and patient alert mechanisms supported execution, while a dynamic incentive compensation plan balanced launch-phase variability with long-term performance goals. This integrated approach provided a strong foundation for launch success and future scalability.

IMPACT:

The combined effect of the targeting and segmentation approach for HCPs and Accounts; focus on Fast Start accounts and robust performance and execution monitoring drove a highly successful launch. A key pillar of this success was the emphasis on Fast Start accounts, which provided a significant boost to early sales momentum. These accounts, carefully identified and prioritized for their high potential, allowed the sales team to "hit the ground running" and secure rapid uptake of the drug. These accounts contributed to more than 75% of the nation’s sales in the first few months, underscoring their pivotal role in the launch strategy.

Patient alerts for reps further amplified the impact by enabling proactive responses to emerging sales opportunities. These alerts allowed the team to capture critical sales opportunities linked to patient needs, ensuring no opportunity was missed. Beyond immediate sales gains, the insights derived from these alerts proved invaluable for refining future targeting efforts.

The data, mastering, reporting and CRM setup, done inhouse from scratch, allowed for succinct and accurate insight into performance and execution while keeping fiscal prudence in mind. This allowed for quick decision making in strategy and further planning for marketing and execution.

Overall, the synergy of precise targeting, early account activation, and actionable insights established a strong foothold for the drug in the market, ensuring both immediate and long-term performance.

Details
Date
June 2023
Category
STRATEGY
Reading Time
5 Min