ABSTRACT
Strengthening and improving, for the target need-state and/or patient segment(s), one’s understanding of:
• The opportunities and threats: The description of opportunities and threats needs to refl ect the company’s latest and best understanding of each of the segments (patient subgroups) today and how this might change in the future. Improved understanding must exist. You have at least a year’s extra experience as a result of actively operating in this market. Someone will have learnt something that you did not fully understand or appreciate when you developed the plan last year.
