- Client wanted to know the ‘best’ TPP for its Phase II drug
- The client believed that the best indication for its drug was alcohol abuse and thus that is what it was destined to become. But they wanted some external challenge.
We examined the mode of action and structure of the molecule and suggested that the molecule had potential as a compulsion disorder drug, which offered peak year sales of £1Bn+ peak year sales rather than £400M+ as an alcohol abuse drug.
Although the development and commercial teams saw the potential as a compulsion disorder drug…the positioning options proposed ‘died’ during testing lead by the scientific team with KOLs.
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