Life Cycle Management

Life cycle management (LCM) adds significantly to an asset’s commercial value by extending and potentially diversifying its income. Prioritizing potential indications, formulations and delivery systems for core in-market products, deciding on resource allocations to pursue them and establishing launch timing and sequence are some of the most important choices biopharma companies make.

Our teams bring scientific, commercial, regulatory, geographical and domain expertise to help our clients make difficult trade-offs in their decision-making.

We assist our clients in making LCM decisions by helping ideate options for additional value creation by means of product reformulation, combination or delivery. We assess the value and risk in these options to combat genericization, as well as indication extensions or “fighter brand” development. We then perform the financial analysis to prioritize allocation of R&D and commercial resources to opportunities to provide the maximum “bang for the buck.”

We make these trade-offs explicit by quantifying the full range of outcomes for each choice and the transition of value and risk among choices.

Clients engage us at all stages of their assets’ life cycles to help them frame, develop alternatives, financially evaluate and ultimately make these decisions.

Our Case Studies

Market Opportunity Assessment for a Prospective Indication Expansion

A global pharma company wished to assess the market opportunity for its in-line asset for a rare disease in reimbursed APAC markets. We researched the treatment journey and the product fit in different scenarios of clinical trial outcomes. We also studied different scenarios of reimbursement coverage. We integrated our two streams to provide the market opportunity under different scenarios.

Life Cycle Management of a Blockbuster

A global client researched and developed a fixed-dose combination (FDC) targeting two chronic diseases, to preserve market share eroded by genericization of its blockbuster drug. They wished to test the acceptability of the FDC across Asian markets. We conducted an in-depth qualitative study and performed comparative analysis across markets to suggest prioritization and appropriate value messaging.

Life Cycle Management of a Post-Loss of Exclusivity (LoE) Innovator Product

A multinational corporation (MNC) with a post-LoE innovator product in multiple indications wished to maximize its opportunity with multiple new innovative product launches. We assessed product positioning in each indication with respect to the upcoming new launches and identified indications in which the post-LoE product should be included in the National Reimbursement Drug List (NRDL) as well as the indications it should relinquish to new launches, so as to minimize cannibalization among its products.

Life Cycle Management of a Biologic Oncology Product

A global MNC was developing a new combination of its existing blockbuster biologic product (post patent expiry) targeting a new indication. It wished to assess the market potential and develop a commercial strategy in select non-reimbursed Asian markets. We studied the patient journey and treatment landscape, competition and unmet needs. We estimated market share and product positioning through TPP assessment. Integrating our findings, we forecast market potential and recommended a go-to-market strategy for the new combination.