PharmaTech We performed analysis that reassured a global leader in pharmaceuticals that their competitors couldn’t use a new technology to beat them.
In the pharmaceutical sector, Competitive Futures was asked to assess the market space for pharmacogenomics, an emerging field within pharmacology where information gleaned from a patient’s genomic profile is used to enhance drug development and ultimately provide enriched predictive capacity for choosing medications most likely to be effective and well tolerated.
The client’s goal was to understand which players had the deepest investments in the field, and to predict the emergence of market leaders, fast followers and late laggards in this area. They did not want to find out too late that their competitors could out-innovate them and bring enhanced products to market.
Our analysts poured through databases to find clinical trials that had genomic data components, especially where they could be tied to the drug pipelines of specific companies.
Ultimately, leaders, followers, and laggards were identified, and our client could accurately benchmark its own position. The value produced was an accurate assessment of the technological progress in the area as well as an accurate forecast of how quickly competitors were likely to turn their programs to their advantage. At the time, pharmacogenomics turned out to be more hype than serious strategic threat.
The client avoided wasting millions of dollars since they no longer would be blindly obligated to keep up with competitor investments that would not be very close to changing the relative competitive advantage of the industry.