Case Study

Commercial Market
Assessment for Product X in

Background and Objectives

A leading biopharma company has prioritized systemic lupus erythematosus (SLE) as an area for future growth within its immunology franchise and needed a high-level commercial market assessment of Asset X across 9 countries (US, Europe and Asia) to help drive future development and investment decisions

Approach and Recommendations (Methodology)

The project involved secondary research to analyze the market landscape (epidemiology, pipeline intensity and unmet need) and to refine the Target Product Profile (TPP) for Asset X. Primary research was conducted to validate and further refine the TPP. The project was completed in five steps:

  • Step 1: Analysed the current and evolving disease landscape, with a focus on the current and future disease and treatment algorithm, key stakeholders, residual current/future unmet needs, target patient pool and patient segmentation
  • Step 2: In-depth understanding of current and pipeline assets (MoAs, endpoints, potential game changers, competitive intensity), and potential future SoCs (key attributes, future clinical benefit threshold requirements) to determine the competitive intensity
  • Step 3: Analysed the regulatory/market access considerations to understand the regulatory requirements for an SLE product and the local clinical data needed for selected Asian markets
  • Step 4: Assessed the Target Opportunity Profile (TOP)/Target Product Profile (TPP): primary research was conducted to seek insights of key opinion leaders (KOLs) on the asset and to test the TPP

Phase I: Identification and Shortlisting of Indications and Assets

  • Long list of potential assets (Asset Universe) was created and high-level filters were applied to narrow down to an actionable set (short list) of assets
  • Shortlisted assets (GI – 41 assets; Oncology – 6 assets; Diabetes – 21 assets) were bucketed by indication, and attractiveness of indication was determined based on epidemiology, unmet needs, and competitive intensity

Phase II: Asset Prioritization

  • Shortlisted assets were prioritized based on pre-defined criteria and client strategic considerations
  • Prioritized assets (GI – 9 assets; Oncology – 6 assets) were profiled and evaluated on the basis of therapeutic and commercial potential and availability for partnership; in Diabetes, all 21 assets shortlisted were profiled based on commercial and scientific attractiveness
    • KOLs were interviewed across all 9 countries with an aim to optimize the TPP for Asset X
    • Minimal and optimal TPPs were subsequently tested in prescriber interviews to understand the preference share
  • Step 5: Developed patient-based revenue forecast based on patient population, drug treatment rates and preference shares for Asset X

Time Frame

36 weeks


  • Refined Asset X TPP
  • Developed commercial assessment/business case to provide input into future development and investment decisions

About SmartAnalyst: Driving pipeline and portfolio value for global biopharma and life science companies

SmartAnalyst helps biopharma companies make key decisions at the Disease, Asset, and Portfolio levels, utilizing our proprietary strategic frameworks.

We provide comprehensive, integrated solutions based on our deep understanding of the science, the market, and the key business decisions that our clients face. We deploy agile, cross-functional project teams that are responsive to client needs.