The value and pricing potential of products in development must be evaluated in a realistic manner. Typically, these key issues are merely assumptions in early stage forecasts that often drive the go-no-go decision. Rather than allowing uninformed assumptions to drive such critical decisions, our clients have found that the Market Opportunity Value Exploration (MOVE) provides not only a realistic assessment of the pricing potential for a compound, but a clear guidance for understanding and demonstrating the value it can bring to the market and the firm. Additionally, for compounds in early stage clinical trials, this assessment provides guidance for determining essential clinical end-points that if demonstrated in Phase III trials support the value proposition of the product.
Using an analytical framework similar to our PSA, MOVE is a forward-looking assessment of the environment into which the new product will be launched, that provides a clear understanding of:
The results of MOVE are presented to the client in an interactive workshop during which the findings are presented and discussed and a future roadmap for product success is finalized.