The CEO of a newly public biotechnology company wanted to
develop a commercialization strategy for their lead Phase III oncology product.
Mirador Strategies developed a comprehensive commercialization
strategy for the product, including market segmentation, positoning, competitive strategy, demand generation, pricing, reimbursement
and distribution. The key market issues and customer attitudes were identified using primary research and secondary
data. Specific short- and longer-term recommendations were outlined as part of an implementation plan which was presented
to the Board of Directors. The company has continued to work with Mirador on subsequent projects.
A biotechnology company with a novel infectious disease
product was uncertain how best to develop the product to maximize commercial success.
Although novel, the product faced some significant competition from
a large, entrenched competitor. Using primary research with a number of different specialities, along with secondary data,
Mirador Strategies identified the key market and product opportunities and issues. A target product profile and positioning
platform was developed as the basis for a revised clinical development plan. A revenue forecast was developed which
linked to various development plans and product label scenarios. Mirador Strategies facilitated the interaction between
commercial and clinical which resulted in a new direction for the product.
A venture capital company evaluating a novel hospital product
wanted help during the diligence process.
Under a short timeframe, Mirador Strategies sized the market, profiled competitive products and
identified the potential commercial issues. A forecast model was constructed and Monte Carlo analysis was performed
to identify a likely revenue range for the product based on assumptions for market growth, penetration, market share and pricing.
This information was used to support the final investment decision by the partners.
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