Cluster | Core considerations |
Stakeholders and target mapping | Landscape assessment (also professional societies) What is the quantity, distribution, and type of providers and “influencers” in the market: KOLs, key specialties, specialists, GPs, pharmacists, societies, etc. Which provider/HCP sees which type of patient and how often? Who are the early and late adopters, and how many are there? Which provider is consulted first for certain conditions: GPs (gatekeepers) or pharmacists? Will new intervention potentially require change of provider/care-giver? If so, from whom to whom? |
Stakeholder decision drivers | How high is the level of awareness (low to high degree)… Of condition(s), and diagnostic and treatment spectrum? Of potentially transferrable products in other specialties? E.g. specialty B requests from manufacturer variant of product previously approved in specialty A |
Treatment experience/pathway Do interventions (also non-medical variants) exist? If so, what is the experience with them—for HCPs as well as patients? Do gaps exist in the medical care pathway? | |
Need/preferences/value fit Which is the unmet medical need in general and/or are there areas for improvement? How well will new product fit in(to) current pathway/existing infrastructure, i.e. degree of disruption? | |
Decision points/prescribing behaviours Who prescribes which (competitor) product and how frequently, and is it in combination with other products? What are the prescription and recommendation drivers of providers (also vis-a-vis competitor product)? | |
Stakeholder engagement | Evidence/messaging Which are the most meaningful endpoints and data, and medical plans and care pathways for HCPs? Which perceptions do HCPs have and which factors determine their degree of trust towards drug developers? |