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Market Evaluations

Globe offers a wide range of bespoke commercial evaluation services surrounding the development of Market Strategy. These are designed around clients’ individual needs.

Examples of common services are:

New Market Assessments
  • Typically, this type of assessment is required when a client is considering development of a new indication for an existing brand, or when a company has an NCE in its early-stage pipeline in a 'new' market
  • The work provides a view on the attractiveness of a given market through delivering insight on:
    • Current market size
    • Current disease management
    • Current and future competition
    • Customer attitude and unmet needs
    • Development and regulatory hurdles
    • Growth drivers and market potential
    • Key issues and risks in commercialisation
  • Through an assessment of the customer, competitor, and structural dynamics of the market in question, Globe provides recommendations on the commercial opportunity and risks associated with entering the market
Technology Landscaping
  • The aim of Technology Landscaping is to provide a view of how a given therapy area will evolve over a five to ten year period, as a result of new product developments
  • Globe’s approach critically leverages insight from key opinion leaders and the current players in a market, to provide answers to questions such as:
    • Which products and mechanisms in development are viewed as having the most potential and why?
    • What unmet needs are companies targeting in this market?
    • What are the target profiles for the mechanisms under investigation?
    • What are the competitors' expectations of product / market performance and resourcing in this area?
  • Globe has worked with a number of its Pharma and Biotech clients on Technology Landscaping, which has been used to:
    • Benchmark a client's R&D strategy versus the competition
    • Identify licensing and partnering opportunities
Competitor Analysis and Defence Planning
  • There are often times in the product lifecycle when it is critical to understand the strategies of the competition in detail, for example:
    • At launch, when determining the appropriate positioning relative to the competition
    • When threatened with the imminent entry of a direct competitor
    • At maturity, when generic competition becomes a potential issue
  • Globe has worked with a number of its clients to:
    • Characterise the strategy of players in a given market
    • Profile new entrants through the development of 'forecast marketing plans'
    • Create an overview of the current and evolving competitive landscape
    • Assess the threat posed by generic competition
  • Globe blends strong secondary analysis, primary research, and in-house marketing expertise to maximise the insight gained on the competition and assist in developing appropriate defence strategies
Identification of Licensing Targets
  • Globe regularly works with its clients to identify in-licensing opportunities (products or technologies) within markets that will support a company's defined strategic focus
  • The approach to this work is comprehensive but pragmatic, ensuring that:
    • The focus is on identifying real opportunities, rather than becoming a 'numbers driven' exercise
    • The broadest range of angles is explored
Identification of Potential Partners
  • Securing a partner for pipeline candidates is often a key goal for our clients
  • Globe has developed methodologies to assist in the identification of the most appropriate potential partners from the total universe of companies in the industry
Case Study Analysis - Market Learning
  • Case studies can be a powerful tool for gaining market insight to support decision-making. During strategy development, companies are often in the position of asking themselves questions such as:
    • Has anyone tried this before? How did it work?
    • Are there historical examples to support that assumption?
  • Globe has worked on a number of projects using industry analogues in this way. Interviews with industry executives and physicians are critically used to really understand what happened and why, providing outputs that can shape the client's decisions