Forward-thinking commercial, licensing, and new product executives in biotech and pharma agree: the product introduction process has become too expensive to wait until the product is "ready for marketing" before finding out if the product will be commercially successful. In fact, the earlier that commercial viability can be "built-in" (and non-viable products weeded out), the better for the financial health of the drug maker.
Healogix understands this imperative: we specialize in identifying and shaping the commercial success of early stage drugs. Clients often engage us to help them figure out how to approach a category even before starting to develop a product in that therapy area. Our extensive therapeutic category expertise covers more than 50 categories, gained in projects with the top pharma and biotech firms.
Healogix is the brainchild of co-founders Harris Kaplan -- founder of Migliara-Kaplan associates who grew the custom market research firm into the largest provider to the pharmaceutical industry -- and R. Sukumar, a Ph.D. marketing professor with deep methodological and analytics expertise and the unique capability, refined through years of consulting with business executives, to turn quantified data into actionable recommendations. They wanted to build a new kind of strategic consultancy focused on the open-ended new product development and commercialization process, a firm capable of providing bottom-up, research-grounded advice to pharmaceutical and biotech companies that would tangibly improve their likelihood of commercial success.
Competition facing new drugs is more intense than ever. Making marketers' challenges more daunting is the fact that payers are increasingly putting power into the hands of patients -- through targeted publications and web sites -- in determining which treatments they'll authorize (and pay for). As a result, drug marketers can no longer target products exclusively toward prescribers, but must also incorporate the needs of patients and payers into their planning for clinical trials.
Healogix understands this power shift: our unique process, powered by proprietary analytical technology, lets us integrate the perspectives of all stakeholders in identifying thresholds of action that drive future products' value and commercial success. We can even present findings in a secure, web-based Target Product PROfilerSM to help clients analyze alternatives in order to plan their future moves with greater confidence.
These power shifts across the pharmaceutical industry are shaking the foundational assumptions which guided drug marketers' product planning. Tried and true mechanisms (throw marketing/sales resources at the problem) fall short in revitalizing brands' performance after launch; new approaches are needed to maximize the commercial success throughout a productâ's patent life.
Healogix is up to this challenge: the combined experience base of the company covers marketing, clinical, and regulatory perspectives gained from working in the industry for the past 25 years. Clients bring us into all stages of their products' lifecycle to help them discover new strategies and action plans for making the most of their drug or compound.