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Target Product Profiles 2008: Physician Insights on Key Attributes - Non-Small-Cell Lung Cancer (Locally Advanced)
Decision Resources, Inc., March 2008, Pages: 41
An adjunct to chemoradiotherapy that improves overall survival better than adjunct paclitaxel/carboplatin for the treatment of unresectable LA-NSCLC
Using Target Product Profiles in Your Market Strategy
Our Target Product Profiles qualitatively predict the market potential of a drug fulfilling a key unmet need. This information is critical for evaluating the impact of clinical attributes on physician prescribing of emerging agents, whether the emerging drug is your own or a competitor’s. Examples of how to
use the information you will find in this report are highlighted below:
- For companies who are developing a drug with some of the characteristics we are testing, our survey results reveal the standards that surveyed physicians expect the remainder of the drug’s clinical profile to meet. Our analysis begins to uncover physician-expected drug attributes as well as acceptable trade-offs in emerging therapies. Our primary research with practicing physicians includes this emerging therapy’s anticipated patient share, projected use by line of therapy, and forecasted sales.
- For companies that already have a drug launched for the indication in question, our data and analysis show the impact an emerging drug would have on their brand’s market. Not only does our research reveal which existing brands would be replaced by a drug meeting the Target Product Profile le, but it also clearly outlines whether any drugs in the pipeline will meet the criteria laid out by physicians to challenge the existing sales leader. This knowledge gives existing brands the information they need to protect their share, either through new clinical trials aimed at end points physicians say are critical differentiators or by aggressive marketing of brand attributes that emerging agents will not be able to beat.
- For companies looking to enter a disease through licensing or acquisition, the challenge of sifting through tens or hundreds of early-stage candidates can be daunting. Our Target Product Profiles can quickly show business development teams the clinical attributes that are unique versus products already on the market, and our primary research with physicians quickly identifies likely share and market potential to give a first glimpse at valuation.
Because all of our Target Product Profiles are designed to be attainable within the next decade, our research can be a fast and efficient way to whittle the field of potential licensing candidates down to the most valuable few.
Report Contents
The Target Product Profile le reports are divided into two sections. The first section, “Etiology and Pathophysiology,” offers a high-level view of the genetic and environmental causes of the disease under study, as well as the subsequent symptoms and clinical effects that result. This section is intended to give the reader a clear view of the physical and biochemical pathways that are known, or suspected, to be causative to disease onset or progression. These pathways, therefore, are common targets for drug therapy; where possible, we identify the molecular targets against which current or emerging drugs act.
The second section, “Target Product Profile le Summary,” begins with an overview of the drug development landscape and the attributes on which investigators are focusing. Based on this analysis, as well as the clinical end points that practicing physicians say are most influential in their prescribing decision, our analysts define a key unmet need that could be addressed within the next ten years. Our Target Product Profile les are a set of quantified ed performance measures against key clinical end points and attributes that physicians build themselves. Our analysis of physician-desired attributes identifies areas of potential trade-offs versus those attributes that are either expected in new agents or are fully satisfied ed by current therapies. This section concludes with an analysis of high profile agents currently in the pipeline (“Competitors to Watch” and “Emerging Product Profiles”).
Using surveyed physicians’ estimates of these agents’ usage as inputs, our analysis integrates our extensive knowledge of the competitive landscape and non-clinical market hurdles to determine the market potential of these agents and their threat to current brands.
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