Case study 5

Initial market assessment for our main product came out negative. Should the company still consider entering Europe?

Company E’s global marketing team conducted market potential assessment of its portfolio products. It used the planned global data package as a basis. They hired a global marketing agency that conducted a high-level market research in four European countries. The analysis concluded that the products had no product potential in Europe. Not accepting this conclusion, Company E hired a team of local consultants in Europe and conducted in-depth product assessment. First, the consultants explored potential ways the product can be positioned looking at existing clinical trial data. Then, the hypothetical product profiles were tested with key opinion leaders, market access experts and regulatory consultants. The exercise produced two promising positioning options and potential labels. It also showed clear requirement for the data package, which was sent to the team designing the Phase 3 of the clinical trial.