| Cluster | Core considerations |
| Stakeholders and target mapping | Landscape assessment (in particular status quo and future scenarios) Who (competitor) is/will be introducing which product, in which market (segment), and when? Who (provider) is using which product, in which therapeutic area and how (e.g. in combination)? What are the sales volumes per product (or combination thereof)? |
| Stakeholder decision drivers | Product exclusivity Will own product be 1st/2nd... to market? Does the market provide IP protection, is it enforced and for how long? Will IP protection of competing (branded) product expire soon? Are relevant markets contractual, i.e. do competitors have exclusive arrangements? |
| Market share/sales force Is pertinent market dominated by a competitor, saturated or highly specialised (niched)? What is the formulary and reimbursement status of competing product? How are budgets allocated to existing products? How high are allocations? What are the sales activities (area and representatives) of competitors? How might a competitor react to the launch of a new (competing) product? | |
| Customer experience What are the advantages and disadvantages of competitor products; what can be improved? | |
| Positioning/pricing/pipelines (decision points) How have competitors positioned, i.e. matched with and “pitched”/communicated the value fit of their products in therapeutic area and specialties? Does competitor focus on private or reimbursement market(s)? If on both, what is the sequence? What is the likely launch date of new products and what is the potential competitive advantage? | |
| Stakeholder engagement | Messaging How do competitors engage with customers and how well do their strategies resonate with them? |
| Relationships/reputation How good is the relationship of competitors with providers (“historical” preference)? |