 Target Product Profiles --
April 2008
 In This Issue...
What Are Target Product Profiles?
Decision Resources’ Target Product Profiles are the most cost
effective way to measure physicians’ future prescribing behaviors and build
profiles of realistic, high-earning drugs. More than 1,000 interviews inform
our selection of target product profiles for 35 indications; these profiles are
then detailed in a 2-part physician survey.
Why Buy Target Product Profiles?
The Target Product Profiles allow you to discover which drug attributes
present the greatest threat to your established drugs as well as how to
effectively enter a disease markets with a new drug.
Key Questions Answered in Target Product Profiles:
How do you balance physician expectations with development
reality? What are the physician-defined attributes of a realistic,
market-impacting emerging drug in diabetes, major depression, and 33 other
diseases? What is the minimum improvement over current drugs that will achieve
maximum share in these disease markets? Which attributes will most likely
prompt prescribers to switch to the new therapy? Which current drugs are most
threatened by replacement by a product with these attributes?
Target Product Profiles, available for 35 indications,
include 2 comprehensive profiles for each disease. One explores a drug’s
minimum improvement that physicians would be willing to accept for a new drug
and the other uncovers what physicians would expect from maximum achievement.
Questions answered include:
- What physicians are looking for in a new drug?
- What is realistically attainable in the next ten years?
- If physicians had this new drug how would they use it? First
line? Second line?
- What would be the market share?
- Which drug would physicians replace?
- What is the estimated patient share for the target drug?
- What is the estimated price per day for the target drug?
- What are the estimated potential US sales for the target drug?
- What is the physician-defined, must-have drug attributes and
acceptable trade-offs?
- Who will be the new drug’s competitors?
Report Features:
Methodology - Transparent description of the 2-part physician
survey that is used to define the product opportunity.
An Executive Summary - profiles the key drug development
opportunity tested and its potential market share.
Assessment of Product Opportunities - explains the
type and number of physicians interviewed and surveyed for the given
indication, the drug development opportunity, and the relative importance of a
drugs’ attribute to physicians’ prescribing habits.
Clinical Trial End Points - Outlines the key clinical
trial end points for the specific disease and ranks them in order of importance
according to the prescribing physicians.
Physician Survey Results - Overview of what was
discovered from the surveys - which of the end points will have the most impact
on the physician and what percent of the patients would they prescribe this new
drug to? This section shows the projected patient share, price per day, and
sales. It explains what portion of patients would get first line, second line
and third line and what current drugs would be replaced by new therapy.
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