NSCLC Therapy Value Proposition & Market Positioning
Study Details
Business Objective
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.
Research Objective
Identify how the new therapy can stand out in a crowded immuno-oncology market (including treatments that are already well-established, e.g. pembrolizumab, nivolumab, atezolizumab).
Understand which attributes (efficacy, safety, biomarkers, convenience) most influence prescribing decisions.
Identify the “white space” where the new therapy can optimally position itself.
Assess willingness to pay using Price Sensitivity Meter (PSM) + Gabor-Granger (GG) Analysis.
Methodology
Approach
2-phased approach: Qualitative individual interviews, followed by quantitative survey.
Respondents
Medical Oncologists, Pulmonologists, thoracic surgeons and oncology nurses.
Project Outcomes
What the research delivered
The insights derived from the market research helped the client to clearly define the “white space” where the new NSCLC therapy can differentiate itself among current competitors.
The client also used the insights into payer willingness-to-pay, formulary inclusion likelihood, and reimbursement hurdles in their strategic planning.
Strategic framework shared by Cetas HC enabled the client to refine positioning, messaging, and stakeholder engagement before market entry.