Building a focused path to market


A global pharma Brand planned to introduce two genetic assays in oncology to the U.S. market but the U.S. company had questions about feasibility. Ogilvy Consulting’s challenge was to conduct the U.S. Market Analysis for this highly specialized drug class.


Ogilvy Consulting conducted extensive research with oncologists and built financial models of the potential value to our Client.

In one case, clinical opinion was deeply divided about the value of the assay and the investment needed outweighed the potential value. In the other, there was a small but viable market opportunity.

We delivered a quantitative, insight-driven analysis and recommendation of potential go-to-market pathways for the U.S. market. As a result, our Client avoided a potentially costly path to market, allowing it to focus its resources on the better opportunity.