The goal in this project was to prepare a commercialization strategy for a palliative treatment of the side effects of cancer chemotherapy and radiation therapy.

Key activities and results:

Market research

Market research was conducted to identify the cancer treatments that most often generated the relevant side effects, the rates of occurrence of these cancers and the side effects and the accumulated numbers of patients affected by the side effects in each of three severety categories. The costs of treating these patients and the consequences of the side effects for the patients and the continuation of their treatments were also assessed.

Competitor intelligence played only a minor role as no efficacious therapy is available now or in late stage clinical development.

Product positioning

Two alternative product positioning strategies were defined, each with their pros and cons and associated pricing and distribution channel recommendations. One of the two positionings were recommended based on project value and key market dynamics assumptions.