Competitor regulatory position

1

1

1

1

2

Competitor sales data

1

1

1

2

Competitor TPPs

1

1

1

Conjoint analysis

2

Cost-effectiveness analysis

2

1

1

1

3

1

Disease epidemiology

2

1

2

1

2

1

Emotional insights

1

1

2

Engage KOLs

1

4

EXAMPLE: Alter product

2

1

1

1

1

1

1

Expand Indication

1

3

1

2

2

Forecast

2

1

1

Health economics analysis

1

1

1

1

Identify alternative treatments

1

1

1

1

1

1

1

1

1

3

1

Identify channels

1

1

Identify clinical endpoints

3

2

2

1

1

Identify decision points (BPE)

2

1

2

1

1

1

2

1

Identify decision-makers

1

1

1

1

1

3

1

1

1

1

3

1

Identify demand*

1

Identify differentiation opportunity

3

2

1

Identify disease burden

1

3

1

1

Identify disease perception

1

1

2

2

Identify indication

3

1

2

Identify key target audience

1

Identify KOLs

1

1

1

1

2

Identify optimal TPP

1

1

1

1

4

1

Identify other types of MPs

1

1

Identify payer environment

1

2

2

4

1

3

1

4

2

1

3

1

2

Identify price points (PSA)

1

1

3

3

1

1

Identify product messaging

2

3

2

Identify provider drivers

1

2

1

1

1

1

2

1

Identify regulatory requirements

1

1

1

1

1

1

1

1

1

2

1

1

Identify side-effect profile

1

Identify unmet medical need

1

2

2

1

3

1

2

1

Identify value for payers

1

1

2

1

1

Identify your unique selling features

1

1

Informed patient

1

1

Launch data

2

2

1

1