Cluster

Core considerations

Stakeholders and target mapping

Landscape assessment (also professional societies)

Ÿ What is the quantity, distribution, and type of providers and “influencers” in the market: KOLs, key specialties, specialists, GPs, pharmacists, societies, etc.

Ÿ Which provider/HCP sees which type of patient and how often?

Ÿ Who are the early and late adopters, and how many are there?

Ÿ 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?

Ÿ How many specialists exist in the care-pathway? Who is the decision-maker/prescriber?

Stakeholder decision drivers

How high is the level of awareness (low to high degree)…

Ÿ Of condition(s), and diagnostic and treatment spectrum?

Ÿ 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

Ÿ Do interventions (also non-medical variants) exist? If so, what is the experience with them—for HCPs as well as patients?

Ÿ Do gaps exist in the medical care pathway?

Need/preferences/value fit

Ÿ Which is the unmet medical need in general and/or are there areas for improvement?

Ÿ How well will new product fit in(to) current pathway/existing infrastructure, i.e. degree of disruption?

Ÿ What is the degree of alignment between own product characteristics and HCPs preferences (e.g. test TPP)? What is the desired labelling, packaging, volume (pharmacists)

Decision points/prescribing behaviours

Ÿ Does professional resistance towards intervention exist, e.g. competing medical or non-medical alternatives (surgery), and/or negative/positive experience of HCPs with new product exist? If so, what is the potential impact on (prospective) adoption curve?

Ÿ Who prescribes which (competitor) product and how frequently, and is it in combination with other products?

Ÿ What are the prescription and recommendation drivers of providers (also vis-a-vis competitor product)?

Stakeholder engagement

Evidence/messaging

Ÿ Which are the most meaningful endpoints and data, and medical plans and care pathways for HCPs?

Ÿ Which perceptions do HCPs have and which factors determine their degree of trust towards drug developers?