A misnamed disease.

A passionate group of people living with the disease.

A potentially lifesaving therapy.

An organization on the cusp of transformational change.

If you’re reading this, we share a fascination with the promise and potential of the pre-commercial space.

Nowhere is there greater opportunity to make the crucial decisions that can build your organization, create jobs, value, and good—and transform markets, improve patient care, even save lives. You are singularly focused on getting your innovation to the people who need it. It’s a difficult, exciting, and meaningful place to be.

And not one for the faint of heart.

That’s why we created PRE Commercial, a company solely dedicated to providing you—a commercial leader in a clinical stage company—with the data, insights, ideas, and experience to help you make informed decisions that build value and impact lives for years to come.

We work like you work. Quickly, dynamically, and with great focus—all without losing sight of the big picture.

The market, product, and company: Three critical areas in the pre-commercial space

While multiple factors are at play in the pre-commercial space, they fall under one of three categories:  market, product, and organization. By understanding how your company’s values and mission, the kinetic disease environment you have invested deeply in, and your transformational medicine or technology impact and inform each other in the prelaunch space, you can make the rational, informed decisions that build long-term value. And with the help of our unique approaches to market insight gathering and deep commercial experience, you can get there faster and more efficiently than ever before.

Your Product: The Cornerstone of Your Pre-commercial Approach

Your product holds great promise for your organization—and the patients, families, and physicians who serve to benefit from it. But even early in its lifecycle, you will make decisions that will define it in the minds of your audience, from the endpoints you choose in clinical trials, to how you frame its mechanism of action, to your approach to competitive and complementary molecules. Nowhere are these issues more defined than how you (pre)position your product and create your target product profile (TPP).

How do you define product benefit? And what benefits should you even define? What is the best way to express future value? To answer these crucial questions, you’ll need to not only understand what your product can offer, you’ll need to understand your audiences—the physicians, patients, and advocacy groups whose depth of experience in your space is unrivalled. Through targeted market insight gathering you can achieve a baseline understanding of the sentiment around your molecule and company which will be essential in guiding critical decisions along your clinical and regulatory inflection points. And by understanding changing sentiment over time, you can gauge the success of your conversations, and your progress towards your commercial goals.

However, no matter how lifechanging your product may be, it will not be successful without clearly understanding and working to shape the market you are planning to enter.

Your Disease Environment:  An Opportunity to Build Value

Your disease and competitive space offer you an opportunity to build on your product’s promise—and your organization’s investment. By actively defining your disease environment before launch, you’re helping bring to light new insights that you’ve discovered during your product’s development. For example, you may have discovered new mechanisms that impact disease management, or new aspects of pathology that could have dramatic impact on patient care.

Raising awareness of your disease is critical to your success. It’s a way to actively frame the argument for your path to product development, as well as demonstrate your dedication to the physicians, patients, families, and advocacy groups who have been advocating for improved care—maybe even before your company existed. And unless you take the steps to actively frame your condition, your competitors may preempt you, resulting in a lasting competitive disadvantage that could result in a suboptimal launch—and reducing your enterprise value.

Your Corporate Brand:  Defining Your Commitment

How is your company reflected in your disease space? And in your product’s promise? Maybe you’re bringing an entirely new technology to market. Or maybe you’re launching a first-ever disease modifying agent for a condition that’s been a therapeutic target for decades. Whatever you’re doing, it’s important—or you wouldn’t be doing it.

Which begs the question: who are you?  And what does your organization aspire to be?  Without answering those questions, you’ll find it difficult to make decisions, whether they concern clinical trial endpoints, relationships with advocacy groups, acquisition targets, who you hire, and even go/no-go decisions for preclinical molecules.

How you define your organization, and how it’s reflected in your corporate brand, defines who you are and what you do. And while directing your focus may seem counterintuitive, it helps your organization achieve unique solutions through differentiation—and ultimately adds value to your company and brand.

Your focus cannot be everything. Your focus cannot even be four things.

Choose to be the one thing you are best positioned to deliver—and never give up on it.

How We Can Help

Defining critical aspects of your commercial space, including disease, product, and company, and understanding their interplay helps you streamline decision-making, drives clarity across your organization, and builds enterprise value.

Our propriety approaches, market insight technologies, and experience can help you define these aspects of your business and provide you a platform to begin developing the critical strategies to drive your success.

Contact us to learn how we can help you define your market, product, and corporate brand—and build value across your organization.


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