Case Study
Genetic Testing Drivers and Barriers (Breast, Prostate, and Ovarian Cancer)
Case Study Quick Facts
250 conditions supported across 40 therapeutic areas
270 engagements in the last 5 years
100+ pre-commercial assets supported in the last 5 years
Objective
Identify the drivers and barriers for patients to undergo genetic testing in breast, prostate, and ovarian cancer and test receptivity to educational materials focused on the importance of genetic testing (particularly BRCA and HRD).
Approach
- Conduct interviews with patients across tumor types to understand their awareness of genetic testing, perceived barriers associated with genetic testing, and their receptivity to educational materials on testing
- Conduct interviews with oncologists across tumor types to pressure-test patient findings and further understand the dynamics between provider and patient as it relates to genetic testing; providers were also shown the educational materials to gauge receptivity
- Understand the key leverage points in the patient journey related to decision-making for genetic testing and highlight differences between tumor types
- Synthesize key findings on receptivity to education materials for both providers and patient stakeholders and determine how information was best disseminated
Results
Project findings informed refinement to awareness campaigns and informed a better understanding of inflection points in the patient journey for each tumor type.
“Developing the optimal go-to-market strategy is crucial. TIG played an integral part in this process. Their insights as well as contributions pushed up to launch a superior solution on time.”
William J. Jones.
Executive Vice President
MOB Pharma
New Product Planning FAQs
How does Triangle Insights Group help define the true commercial opportunity for a new product?
We help clients move beyond high-level market sizing to understand where real opportunity exists. Our New Product Planning work integrates patient segmentation, treatment pathways, competitive dynamics, and access considerations to quantify opportunity and clarify where and how a product can win. We have supported over 100 pre-commercial assets in the last few years, with great success.
Can you help shape and pressure-test our Target Product Profiles?
Yes. We work with teams to refine Target Product Profiles by benchmarking clinical thresholds, evaluating competitive trade-offs, and validating assumptions with key stakeholders. This ensures development and evidence strategies are grounded in what the market will ultimately value.
How do you assess unmet needs and patient journeys?
We map patient journeys to understand how patients are diagnosed, treated, and managed over time, and where meaningful unmet needs exist. These insights inform positioning, evidence strategy, and prioritization decisions throughout development.
How do you incorporate pricing, access, and payer perspectives early?
Market access considerations are built into our New Product Planning approach from the start. We assess value drivers, payer expectations, and evidence requirements early so pricing and access strategies are aligned with development and commercialization decisions.
How does New Product Planning connect to launch and commercialization?
Our work is designed to be decision-ready and forward-looking. New Product Planning insights feed directly into launch strategy, forecasting, market access planning, and cross-functional alignment, helping teams transition seamlessly from early strategy to execution.