Maximizing Commercial Opportunity Through a Second Brand Strategy
Challenge
We conducted a thorough assessment to explore the feasibility of introducing the new indication under a separate brand. This involved evaluating the regulatory landscape for a second brand launch and identifying the necessary modifications to the clinical development plan. Based on our findings, we recommended the creation of an independent development team with a distinct clinical strategy tailored to the broader indication.
Solution
Impact
Our approach enabled the client to protect the profitability of the orphan indication while simultaneously opening a new commercial pathway with the second brand. By launching the broader indication at a lower price point with distinct positioning, the company avoided diluting the value of its original product. This strategy not only maximized the commercial potential but also ensured clarity in messaging for two very different patient populations.
A mid-sized pharmaceutical company was nearing the completion of clinical development for a product targeting an orphan indication. While the product showed promise in this niche market, its mechanism of action also presented a significant opportunity in a broader indication with a high unmet medical need. However, launching the product in this larger market would likely necessitate a substantial price reduction, potentially undermining the profitability of the orphan indication.