The project was conducted in two phases:

Phase 1:

Phase 1 of the project had a timeline of 4.5 weeks


  • Pharmaceutical company investigating acquisition opportunity for an innovative drug/device bone regeneration product

Key Objective

  • Determine current practice and unmet need in 3 indications
  • Evaluate customer perception and potential usage profile for a new product
  • Understand Current Practice, considering: treatment protocols by patient types, products used, unmet needs & procedure failure rates
  • Response to TPP vs. Competition: product format, existing clinical data, usage profile, patient types, how would it be used
  • Barriers / challenges to adoption
  • Sales process / expectations: determine how the product is purchased in the hospital setting: role of stakeholders (surgeons, department heads, managers, purchasing)
  • Role of KOL’s in securing adoption


  • USA
  • Germany
  • France
  • UK


Internal Review:

  • Agree objectives
  • Develop and agree screening criteria, discussion guide, stimuli material (product TPP and clinical data review)
  • Translate materials

Desk Research:

  • Map competition, price points, market shares, market trends

Primary Research:

  • 40 telephone interviews with spine surgeons (orthopedic & neurosurgeons with a spine specialization)
  • 5 KOL interviews
  • Across USA & EU

Consolidate Analysis:

  • Market assessment
  • Opportunity assessment for product
  • Workshop design


Phase 2:

Phase 2 of the project had a timeline of 5 weeks


  • The client company decided to proceed to next phase of partnering process (which required a more in depth commercial assessment)


  • Validate outputs of phase 1
  • Quantify usage profile and uptake of product considering market sensitivities to price and competitor products
  • Revenue model (7 yr forecast from 2014 considering 2 indications)
  • Market recommendation of opportunity


  • USA


Set Up:

  • Kick off meeting (define inputs to forecast model)
  • Questionnaire development
  • Web programming

Web Research (telephone assisted initially):

  • 140 web interviews with practicing spine surgeons
  • Based on the limited timeframe, the questionnaire did not incorporate complex methodologies such as conjoint analysis

Consolidate Analysis:

  • Data outputs provided input to a revenue model & final decision


  • Final report presented in PowerPoint
  • Key findings, conclusions & recommendations



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