A biopharmaceutical company needed to understand the commercial potential of applying an established therapy through an innovative administration approach. Kintiga combined market access research, competitor benchmarking and dose-adjusted cost modelling across five major markets. The work defined credible pricing and positioning boundaries, identified the markets with the strongest strategic potential, and clarified which value messages could support differentiation. The client received a decision-ready framework for market prioritisation, evidence planning and future launch strategy.

Background & Context

• Organisation: A biopharmaceutical company developing an innovative application for a known therapy.
• Setting: International market access and pricing assessment across five major markets (DE, FR, US, IT, ESP). The established therapy operates in a mature category with multiple branded and generic alternatives, while reimbursement, substitution, procurement and prescribing dynamics vary considerably between countries

Client Challenge

The client required an evidence-based view of whether the innovative application could create sufficient clinical and economic differentiation to support an attractive commercial position. The challenge was to compare alternatives fairly despite differences in administration, dose requirements, pack configurations, market price levels and country-specific access conditions.

• Define a credible commercial and pricing corridor for the innovative application.
• Determine where differentiation could support value-based positioning rather than commodity comparison.
• Identify the markets with the most favourable combination of price potential, access conditions and stakeholder receptivity.
• Translate product characteristics into payer-, prescriber- and patient-relevant value drivers.
• Clarify the additional evidence required to support stronger claims and reduce launch uncertainty.

This was important because simple list-price comparisons would not capture the impact of different dose requirements or the role of market-specific controls. The assessment therefore had to distinguish theoretical price potential from the position that could be defended in real payer and procurement discussions.

Kintiga Approach

Kintiga developed an integrated market dynamics and commercial potential assessment using five connected workstreams:

1. Market landscape: Mapped reimbursement, substitution, prescribing, procurement and competitive dynamics across the selected markets.
2. Comparator framework: Created a consistent benchmark covering established brands and generic alternatives.
3. Normalised economic comparison: Adjusted for differences in dose requirements, administration and pack configuration to enable a like-for-like comparison.
4. Strategic scenario testing: Evaluated a baseline parity position and an enhanced-value scenario to test the boundaries of a defensible commercial proposition.
5. Strategic interpretation: Connected the analytical outputs to market prioritisation, stakeholder value drivers, evidence needs and future launch planning.

Results & Impact

The project converted a complex pricing question into a clear set of strategic choices for the client. Rather than recommending one global price, the analysis showed how the commercial proposition would need to vary by market and which elements of differentiation would be most important to defend.

• Defined the achievable commercial opportunity: The assessment established a realistic positioning corridor based on normalised competitor economics, market access conditions and the strength of the available differentiation. This gave the client a credible basis for internal planning without relying on headline list-price comparisons.
• Prioritised markets for future launch planning: The work identified meaningful differences in market attractiveness. Some markets offered greater headroom for differentiated positioning, whereas others required a stronger focus on budget impact, procurement readiness or evidence of operational value.
• Created a stakeholder-specific value narrative: The project translated the innovative application into distinct value hypotheses for payers, prescribers, treatment centres and patients. The strongest potential value drivers related to more predictable therapy management, reduced adjustment burden, treatment convenience and possible downstream resource benefits.
• Clarified evidence strengths and gaps: The assessment distinguished claims that could be supported by the existing evidence from those requiring additional patient-level or real-world validation. This prevented the commercial strategy from depending on benefits that could not yet be robustly defended.
• Built a decision framework for commercial planning: The client received an integrated framework linking market attractiveness, positioning scenarios, stakeholder requirements and evidence priorities. This supported portfolio decisions, launch sequencing and the design of future market research.

The work integrated market access realities with a normalised economic comparison, allowing the client to move beyond product-level price benchmarking. By separating theoretical opportunity from evidence-supported positioning, Kintiga delivered recommendations that were both commercially ambitious and credible for future stakeholder engagement.