Pharma New Product Planning
We develop asset strategies and execute on activities to define the commercial opportunity, support and optimize the target product profile, understand the patient journey, and identify drivers and barriers that may shape the commercial success of clinical-stage programs.
270 engagements in the last 5 years
100+ pre-commercial assets supported in the last 5 years
250 conditions supported across 40 therapeutic areas
Project Types
Strategic Planning to Maximize Value for Patients, Providers, and Payors
Where to Play
- Commercial Assessment/Forecast
- Target Product Profile Development
- Patient Journey
- Market Map/Early Segmentation
- Indication Strategy/Sequencing
How to Win
- Value Proposition Development
- Drivers and Barriers
- Integrated Asset Strategy
- Evidence Generation Strategy (Clinical and Health Economic)
- Competitive Strategy/Counterstrategy
- Market-Shaping / Stakeholder Engagement Strategy
A Strategic Approach to New Product Planning and Market Success
Target Product Profile Development
Objective
Define key product characteristics and clinical outcomes required to be commercially viable in existing and future markets
Approach
Benchmark clinical development and outcomes thresholds for current and future potential market
Conduct research with key opinion leaders and treating specialists to validate clinical requirements and define minimal vs. optimal outcomes that would drive commercial opportunity
Conduct research with payor stakeholders to pressure-test clinical and health economic outcomes that would enable quality market access
Provide actionable recommendations to support the clinical development plan and evidence generation strategy
Patient Journey and Engagement Strategy
Objective
Understand how patents interact with the healthcare system through symptom onset, diagnosis, and management in order to identify key points that could influence activation or mitigate barriers to treatment
Approach
Conduct secondary research to establish preliminary hypotheses regarding the patient journey
Conduct claims analysis (i.e., pharmacy, medical) to evaluate patient engagement with the healthcare and a preliminary map of the patient journey
Conduct primary market research with physicians and patients test initial hypotheses, contextualize observations from the secondary research and claims analysis, characterize drivers and barriers, and highlight differences between stakeholders or segments
Refine patient journey based on stakeholder feedback and highlight key leverage points that could inform strategic priorities for product or market development
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.