BUSINESS SITUATION
A prominent California-based biotechnology company engaged SGA to conduct a comprehensive market prioritization and assessment study covering 27 countries across the globe. Their objective was to identify and prioritize countries falling within the lower-middle-income (LMIC) and upper-middle-income (UMIC) categories for their portfolio of leading brands in the fields of immunology, inflammation, oncology, hematology, cardiovascular health, bone health, and neuroscience.
SGA APPROACH
- SGA conducted secondary research to understand different healthcare profiles and markets with macroeconomic factors, healthcare spending and forecast, patient population, reimbursement, market size and competitive landscape, and household affordability metrics.
- Comprehensive research was conducted using international sources, such as the EIU and WHO, as well as local language searches on local MOH websites and more.
- A country prioritization framework was developed based on a comprehensive analysis of factors from both the demand and supply sides.
- A comprehensive array of market indicators was employed, encompassing essential elements such as macro-economic demands, healthcare expenditure, insurance coverage, market size, clients' market share, affordability, and the competitive landscape, among others. This strategic approach facilitated a holistic analysis of the market landscape, enabling data-driven decision-making and informed market positioning.
ENGAGEMENT
SGA actively collaborated with the client throughout the entire process, developing the model based on the client's input and feedback.
BENEFITS & OUTCOME
The in-depth analysis empowered the client to gain a comprehensive understanding of diverse healthcare markets and identify potential growth opportunities for their brand portfolio.
KEY TAKEAWAYS
- In multiple countries, the total pharmaceutical market size and its projected growth above the global average were on the rise.
- The concentration of patient population in the top cities of the respective country and the affordability of the treatment emerged as the top deciding factors for individual brands for market prioritization.
- Attractive of respective countries for specific brands was not region-specific — different countries in different geographic regions turned out to be most attractive. It was directly attributed to the robust scoring system used during the study.
