Product concept (tpp)   |   in-licensing   |   messaging

Approaches and research tools

Secure Web platform - vital for confidential materials (eg messages and target product profile), and for cost-effective international projects

Conjoint - established, ideal in phase II where product attributes not entirely known

Improving product concept assessment

price - always encourage to give realistic ballpark or relative price

draft/ concept pre-detail - brings product concept to life
(plus, feedback to creative agency on draft material/ contents)

add data - another section - reaction to possible trial outcomes

real patient profiles - assess potential use

Actionable intelligence - recommendations from reaction to realistic and accurate material