Major Projects: Designing and launching a new proprietary obesity drug in Europe and the USA

Situation: Obesity control was viewed as having significant long term commercial potential. What technologies should be invested in to produce a winning obesity drug?

Mission: What utility values did certain drug design options have with marketing channel participants? How would the proposed drug perform in market utility terms against existing obesity control methods and drugs? What should the pricing strategy be? How should the drug be positioned with different channel participants? What would a prudent investment strategy look like? What drug and channel design features would optimize speed and size of market acquisition and ultimate market share? How important was brand?

Methods: Included focus groups, specialist/family doctor, health worker and patient/potential patient interviews, choice-based conjoint latent class analysis and simulation.

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