Case Studies: Competitive Intelligence

Commercial
Strategy

Market
Research

Payer Strategy/
Reimbusement Planning

Business
Development

Competitive
Intelligence

Portfolio Planning/
Indication Scans

Competitive intelligence monitoring in irritable bowel disease; using a suite of proprietary tools

A preclinical biotech client desired a comprehensive process for competitive intelligence monitoring of a highly active therapeutic area, complete with clinical trial details and results, upcoming milestones and news flow tracking
The process needed to succinctly and compellingly communicate the highest impact items as well as the changes since the last update
The output should be usable across a wide range of audiences, from the Board of Directors to internal clinical team meetings

We worked with the client to identify a set of ~100 programs to be tracked and divided them into tiers based on threat level and intensity of monitoring desired
Using a suite of proprietary tools, we created a set of visually attractive, information-dense slides as well as a process for quarterly monitoring for the milestones, news events, clinical trial design details, and clinical trial results for each tier of competitor

Clarified the competitive landscape and visually mapped out competitors along multiple dimensions
Displayed the clinical trial activity in an information-dense but digestible visual format
Synthesized ongoing clinical trial design details in an easy to understand format
Displayed clinical trial designs and results for benchmarking of the competition and to highlight what clinical metrics are impacting trial designs and differentiation
Monitoring reports were distributed to senior executives to inform clinical trial design and investment decisions

A mid-sized biotech client had a deep portfolio of clinical stage and marketed products across several highly competitive therapeutic areas and desired a more systematic process to monitoring the competition, both commercially and clinically
As part of the process, client also wanted high-level revenue forecasts for the important competition in each therapeutic area

We conducted a broad range of secondary research (using proprietary databases, SEC filings, scientific publications) to inform a process for comprehensively monitoring each therapeutic area. Full reports were generated on a quarterly basis; targeted deeper dives more frequently
We helped the client prioritize follow-on initiatives (e.g. market research, further clinical work) to optimize portfolio positioning

Constructed the competitive pipeline by patient segment, indication, and mechanism
Landscapes were mapped across several dimensions
Patient share estimates were used to model product and market forecasts under various scenarios
Comparative analyses and benchmarking methods were used to postulate when pipeline products will enter the market
Competitive intensity by segment and phase of development helped to frame client responses
In the end, we helped the client spot opportunities and risks (both clinical and commercial) and plan future clinical studies

NORTHERN CALIFORNIA
415.425.3201
mike@aquestconsulting.com

SOUTHERN CALIFORNIA
805.300.6912
reid@aquestresearch.com