TPP Testing for Breast Cancer Therapy Market Potential
Study Details
Business Objective
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.
Research Objective
Quantify stakeholder preferences for a new oncology therapy versus existing treatment options using conjoint analysis.
Simulate potential uptake under different clinical profiles and market access scenarios accounting for barriers to adoption, including payer restrictions, physician hesitations, and real-world treatment pathway constraints.
Estimate payer willingness-to-pay and inform optimal pricing and reimbursement strategy.
Support investment decisions through evidence-based demand and uptake modelling.
Methodology
Approach
2-phased approach: Qualitative individual interviews, followed by quantitative survey.
Respondents
Oncologists (specifically Breast Oncologists), oncology nurses and payers.
Project Outcomes
What the research delivered
The conjoint analysis helped the client understand how the proposed therapy profile may be perceived relative to existing HER2+ standards of care.
It provided insights into potential uptake under different clinical and access scenarios, and surfaced key considerations around adoption barriers.
These findings supported more informed decision-making on positioning, pricing, and overall development strategy.