Case Studies
Horizon has a successful track record of supporting products throughout the lifecycle, from early opportunity assessment to post-launch market expansion. The case studies below provide some examples of approaches we have used in the past. If you'd like to discuss a project, please get in touch.
Market Understanding
Objective
To understand the CRC patient journey, from presentation through treatment, to understand unmet need, evolving practice and identify opportunities for our client's assets.
Approach
Group discussions and IDIs with physicians diagnosing and treating CRC across all stages (GEs, surgeons, oncologists, radiation oncologists) and patient IDIs in the US, Fra, Ger, Chn and Jpn (N=84).
Deliverables
Report and presentation, providing a thorough description of the patient journey for both resectable and unresectable/metastatic disease, highlighting key country differences and emerging treatment trends.
Objective
To develop a cohesive picture of the NF-1 market, encompassing market sizing, patient journey, current management and new product potential.
Approach
Desk research augmented by IDIs with treaters of NF-1 (inc. neurologists, neuropaediatricians, dermatologists and neuro-oncologists) in the US, Fra, Ger, Ita, Spn, UK and Chn (N=74).
Deliverables
Market map detailing key treatment centres and KOLs in each market, a description of the patient journey, current management and future market evolution.
Objective
To assess current NSCLC screening practice, determine awareness of recent data and its potential impact, and quantify drivers and barriers to wider adoption.
Approach
Online survey with PCPs and pulmonologists in US, Fra, Ger and Jpn (N=420).
Deliverables
Report and presentation with market specific insights and recommendations.
Objective
To understand current HER2 testing practice in breast and gastric cancer and to explore the opportunity for a new test with enhanced sensitivity for detecting low levels of HER2 expression.
Approach
IDIs with pathologists and oncologists in US (N=20).
Deliverables
Report and presentation, including summary of unmet needs with current HER2 testing, assessment of the potential for a new test and its use as a companion diagnostic for a new therapy for HER2-low patients.
Opportunity Evaluation
Objective
To assess the opportunity for IO, as an adjunct to locoregional therapy, in intermediate stage HCC.
Approach
IDIs with oncologists, interventional radiologists, gastroenterologists and hepatologists in US, Fra, Ger, Chn and Jpn (N=80).
Deliverables
Report and presentation, including summary of unmet needs around locoregional therapy use, detailed appraisal of the new product profiles and recommendations for optimizing the commercial opportunity.
Objective
To assess the opportunity for a new targeted therapy in metastatic hormone sensitive prostate cancer (mHSPC).
Approach
IDIs with oncologists, uro-oncologists and urologists in US, Fra, Ger, Chn and Jpn (N=55).
Deliverables
Report and presentation, including overview of current and evolving treatment practice and detailed appraisal of the potential for the new product under various biomarker testing scenarios.
Objective
To assess the opportunity for, and likely uptake of, a biosimilar product across a range of hematology indications.
Approach
IDIs with hematologists and haem-oncs in Bel, Ger, Ita, Ire, Ned and UK (N=100).
Deliverables
Individual country reports outlining understanding, perceptions and acceptance of biosimilars, drivers and barriers to use and potential uptake of the biosimilar product under alternative data and pricing scenarios.
Objective
To help position a new treatment for EGFRm NSCLC , assess drivers and barriers to use, and determine demand relative to potential future competitors.
Approach
Online survey, incorporating patient case-based conjoint exercise, with oncologists and other specialists (depending on market) treating metastatic NSCLC in US, Can, Fra, Ger, Ita, Spn, UK, Chn, Twn and Jpn (N=765).
Deliverables
Excel based market simulator model and report with detailed scenario analyses.
Preparing for Market
Objective
To assess demand for a new BTK inhibitor in CLL, and to identify and profile physician segments by opportunity level.
Approach
Online survey, incorporating patient case-based profiling and uptake assessment with hematologists and haem-oncs in US, Fra, Ger, Ita, Spn, UK, Chn and Jpn (N=720). Follow-up IDIs were then conducted with representative physicians from each segment.
Deliverables
Report and presentation, quantifying current and potential future prescribing by patient type and physician segment and identifying segment specific drivers of uptake.
Objective
To evaluate different campaign themes and related advertising concepts, designed to communicate the value of our client's multiple myeloma franchise.
Approach
Is with hematologists and haem-oncs in Fra, Ger, Ita and Spn (N=60).
Deliverables
Report and presentation, providing clear direction for developing campaign themes and specific recommendations for refining individual concepts.
Objective
To identify the optimum price and market access strategy (ex-US) for a new product in an orphan NHL indication.
Approach
Desk research and semi-structured qual interviews with payer advising KOLs, pharmacists and non-clinical payers in Fra, Ger, Ita, Spn, UK, Chn, Jpn, Kor, Bra, Mex and Aus (N=61).
Deliverables
A price uptake & revenue model and report providing an overview of the orphan drug process in each market, implications for market access and pricing, and recommendations for optimising strategy.
Objective
To generate insight into physicians’ ongoing NSCLC conversation, their 'top-of-mind' issues and provide rapid reaction to new data and ad hoc client questions.
Approach
Online community, running for three months, with oncologists in Fra and Ger (N=40).
Deliverables
Regular summary reports of feedback on specific topics and final presentation providing an overview of key themes and insights.