RWD Biobank Offering Go-to-Market Strategy
Research Tools
35
3
3
Voice-of-Customer Research
Go-to-Market Strategy
Pricing Strategy
Competitive Analysis
Objective
The ventures arm of a top-20 U.S. health system sought support developing a go-to-market strategy for RWD-augmented biobank offerings
Our Approach
Secondary Research
- Researched analog initiatives (e.g., UK Biobank, M2Gen / ORION, deCODE Genetics) to inform customer and commercial strategy, typical initial CapEx build and annual OpEx, and execution success factors
Primary Research
- Interviewed stakeholders in biopharma biomarker R&D and RWD, diagnostics clinical development, and biobank experts to characterize the market and competitive landscape for a “RWD biobank” offering, data pain points / unmet needs, product requirements, and pricing
Quantitative Analysis
- Leveraged primary and secondary research to inform assumptions powering a 5-year financial forecast, with 3 different probability-weighted revenue and CapEx / OpEx scenarios
- Included revenues from transacted data-linked specimens and standalone molecular real-world insights (RWI)
Go-to-Market Strategy
- Synthesized research findings and model output to recommend a phased approach to serving pharma as a biomarker development partner through its “premium, data-enriched biobank” while building clinical and molecular data architecture to support potential mid-term commercialization of RWD and RWI solutions
- Advised at a high-level on deal terms and alternatives with respect to a leading pharma partner offering to sponsor WES for 500K+ patients in exchange for exclusivity on non-specimen-linked RWD
Outcome
Client recognized that CapEx / OpEx associated with RWD / RWI solution builds did not align with its resources or organizational risk profile; client is focusing on executing Phase 1 of the outlined GTM strategy while building rapport and attracting potential partners for subsequent phases
Related Client Results
RNA-based Oncology Biomarker Market Landscape
Voice-of-Customer Research
Competitive Analysis
Biomarker and Diagnostics Strategy
Product Specification Mapping
Cell Therapy Market Trends and Revenue Forecast
Revenue Projection
Global Companion Diagnostic Guideline Mapping and Strategy
Biomarker and Diagnostics Strategy
Go-to-Market Strategy