Cluster

Core considerations

Stakeholders and target mapping

Landscape assessment (also advocacy groups)

Ÿ What is the disease and cost burden and their distributions in target market: diagnosed/undiagnosed, treated/untreated; in total, per stratum, per increment (individual/intervention)?

Ÿ What is the demographic/socioeconomic status of target population(s): (differentially) affected strata, e.g. age brackets, ethnicity, affluency, geographic location?

Ÿ Which patient cohorts benefit most from the product?

Ÿ Who are the advocacy groups?

Stakeholder decision drivers

Level of medical literacy and awareness (low to high degree)

Ÿ Are patients aware of condition(s), the diagnostic and treatment spectrum, and of the risks associated with untreated condition leading to secondary condition/event?

Ÿ How independent are patients: self-/IT-assisted diagnosis/treatment; at home?

Disease and treatment journey (experience/behaviour)

Ÿ What is the lead-time from onset of disorder/symptoms to diagnosis and treatment; interim coping strategy (medical/non-medical)?

Ÿ Which are typical co-morbidities and mental health issues? Do patients suffer from disabilities and are they in pain?

Ÿ Which is the average number/frequency of interventions that the target population receives and what is their degree of treatment adherence? Are interventions convenient and tolerable (e.g. polypharmacy)?

Ÿ Are (all) of their symptoms controlled?

Needs (im- and/or explicit)

Ÿ Which are desired outcomes and treatment characteristics?

Price sensitivity (purchasing power and out of pocket burden)

Ÿ Typically, how many interventions do target population have to take and, importantly, pay for and what is the level of co-payment (OTC; prescription: no, partial, or full reimbursement)?

Behaviours and decision-points

Ÿ Do patients self-select products or seek advice from, e.g., pharmacists (OTC)?

Ÿ Which factors motivate providers/patients to switch medication or not (loyalty)?

Ÿ Which evidence/information is compelling to patients?

Stakeholder engagement

Messaging

Ÿ Which are the current narrative, concerns and language of patients around a disease/intervention?

Ÿ How well do messages and promotion strategies (also of competitors) resonate with patients and providers?

Advocacy groups

Ÿ Do advocacy groups exist? If so, who are they, and which is their degree of activity and leverage (on those who they putatively represent)?

Ÿ Do they support or advocate against intervention?