The Situation
A client needed to understand and develop an optimal budget for a new launch product in the metastatic breast cancer category to maximize launch investments.
The Solution
EVERSANA developed 5 scenarios, taking inputs on spend, benchmarks, and analogues, to forecast NBRx, TRx, and potential revenue. A recommendation was made to implement a custom marketing mix model by leveraging benchmarks with high level ROI estimates specific to metastatic breast cancer, using analogue comparisons of launch plan details of 5 competitive brands.
The Results
As a result, 5 product launch scenarios which looked at spend, revenue, scripts, channels and ROI illustrated that a 20% increase in launch budget would drive optimal impact.