It is no longer possible to limit product reviews to unmet needs, competitive products and pipelines. Success requires an understanding of all the various participants that will influence brand choice and utilization today and in the future. These insights must be translated into target therapeutic profiles (TPPs), clinical trial strategies, clinical trial design, life cycle planning, pricing and marketing programs. For therapeutic areas, this requires therapeutic area strategic plans that integrate each product into a cohesive strategy with clear benefits to the healthcare system and patients. Opportunities Roadmap Methodology
The opportunities roadmap methodology must incorporate internal interviews and working sessions with external interviews, secondary research and market studies. It allows for the development of alternative scenarios that are utilized to prepare a disease and/or therapeutic area opportunities roadmap. The roadmap can in turn be utilized to assist in the preparation of TPPs, clinical trials strategies, clinical study design, global product review meetings, life cycle plans, marketing plans, pricing strategies and strategic plans.