Success Stories
DemandTPP Testing for Breast Cancer Therapy Market Potential
To evaluate how a proposed oncology therapy profile resonates with key healthcare stakeholders in the US, including oncologists and payers, relative to current standards of care in HER2-positive breast cancer.
Market PositioningNSCLC Therapy Value Proposition & Market Positioning
To identify the optimal market positioning and value proposition for a new NSCLC treatment within the current competitive landscape, ensuring differentiation, adoption, and commercial success in EU5.
Communication TestingProstate Cancer TPP Communication & Message Testing
To validate and optimize messaging that effectively communicate the prostate cancer therapy’s value proposition, ensuring stakeholder alignment and maximizing adoption potential in the oncology market in US and Canada.
Brand TrackingRadiation Oncology Brand Awareness, Usage, and Perception
Post the RT portfolio acquisition, commercial team integration posed a challenge to move towards conventional bundling/price leadership position, but at a significant risk of diluting the clinical excellence value proposition. Client needed ATU-based input from Southeast Asia (Thailand, Malaysia, Indonesia and Vietnam) to determine which GTM positioning would be more lucrative – price or clinical excellence.