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Case Study: Oncology Launch Scenario Planning

Impact Analysis

the situation

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

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

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.