Objectives
Understand PRODUCT X value proposition in […] (HER2+ 2L mGC) with key physician, payer, and practice admin customers, and provide guidance on implementing a strategy to maximize uptake and access.
Scope
Methodology
Conduct secondary research to develop disease landscape overview, qualitative research with n=25 payers, n=12 KOLs, and n=5 oncology practice managers to capture PRODUCT X utilization in its metastatic gastric cancer (mGC) follow-on indication independent of price, characterize perceptions on price, and test other priority scenarios.
Deliverables
- Comprehensive disease landscape overview.
- Detailed primary research findings report including findings from N=42 qualitative samples.
- Pricing analysis amongst target segment oncologists for PRODUCT X’s follow-on mGC indication.
Illustrative Outputs
Impact
CBP identified key target product profile (TPP) value drivers across stakeholder types, driving development of risk mitigation and contracting strategies to support a premium pricing strategy.