ABSTRACT
This chapter introduces how such an integrated model can be used for Brand Planning and strategic development as it relates to the Case, Place, and Pace for a particular New Chemical Entities (NCE). It shows the results of basic parameter sensitivity analysis, although other techniques can certainly be applied as well. Pharmaceutical markets are complex and analyzing them in the context of strategic development is often a difficult proposition. A strategy developed to tap into the flow of patients reinitiating treatment is therefore more likely to have a positive impact on the overall performance of Treatment D in the indication marketplace. The results of the analysis allow a Brand Planning team to evaluate the feasibility of the expected sales trajectory for an NCE determined from traditional forecasting methodologies, as well as develop an integrated strategy for compound positioning and its supporting marketing plan.
