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    5 Market Research Changes Necessary to Be Successful in Rare Disease Markets

    5 Market Research Changes Necessary to Be Successful in Rare Disease Markets

    March 6, 2016

    Market ResearchSuccessfully developing and validating brand positioning and strategy in rare disease markets, whether with physicians or patients, requires a different set of market research practices. At ROF, we have identified five key distinctions that marketing and market research directors need to account for prior to implementing validation plans in these smaller markets: (more…)

    5 Key Lessons from Convenience Launches

    November 9, 2015

    LessonFrom rare disease to primary care, many of the medical advancements coming out of R&D deliver convenience-based benefits versus superior efficacy over the standard of care. While ‘convenience’ benefits such as improvements in dose frequency and/or method of administration are indeed valuable, it has become quite easy for today’s marketers to believe that just positioning on convenience to prescribers and patients will automatically generate sales. If you look at the evidence, you’ll quickly see that in most cases it just doesn’t happen that way.

    ROF delved into this area for a Client that wanted to learn from other launches and not default automatically to the obvious positioning focus of convenience for their product. During our analysis, we uncovered 5 key lessons that are critical to consider when your new product has a unique attribute around convenience. (more…)

    Four Ways Rare Disease Marketing is Different from Traditional Marketing

    September 9, 2015

    Individual in a crowdThe explosive growth in the number of filings and associated approval of drugs to treat rare diseases has outstripped the supply of qualified, experienced rare-disease marketers. Unless you are retiring in the next 5 years, there is a strong possibility that you’ll be working in a rare disease market. So, it’s critical to consider how rare disease marketing is different from traditional biotechnology marketing.

    There are four key differences that immediately come to mind that any marketer or company getting involved in rare disease should keep in mind. (more…)

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