Market launch landscaping
Supporting a US biotech with understanding the launch strategy for entering the EU in both the private and public market
Scope:
EU5, Nordics, BeNeLux
Therapy area:
Diabetes
Client:
US biotech
The Challenge
The client had developed a novel therapy for the management of diabetes and launched this in the US market​

The client had relatively little experience of the complex pricing and reimbursement process associated with launching in Europe

The client needed an understanding of the potential pricing and uptake for their product in key EU markets, and what it would take to be successful in both the private and public payer markets​
Project objectives
Profile major EU country healthcare systems from both a public and private perspective

Understand the relative size of both the private and public market for the product in each country healthcare system

Develop an understanding of the relevant clinical and access pathways for diabetes products in each country healthcare system​

Understand the dynamics of the competitive environment both now and in the future

Draw together a recommended approach for market launch considerations in Europe
Approach
Lightning API developed a comprehensive desk research protocol to understand the likely positioning of the new asset in diabetes therapy and potential size of the public and private markets across key EU countries ​

A European landscaping book was developed to provide a detailed assessment of the clinical and commercial landscape for the product in each selected market, including an evaluation of the feasibility of access and uptake in the public and private sectors and recommendations for developing the European pricing and launch strategy
VALUE DELIVERED
With the European landscaping book, the client had a foundation to inform the next steps in their strategy for European launch. Alongside the detailed report, a shortened 30 slide executive summary was developed to highlight the key points of information for each scope market and the recommended next steps​

Lightning API also provided a roadmap for ongoing future requirements to validate and refine the European launch strategy​