MARKET DEVELOPMENT
The Situation
SQZ Biotechnology, a MIT spin-out, was preparing to present their exploratory market research findings to internal stakeholders and they needed help organizing their thoughts and to strategize for their upcoming Board of Directors (BoD) meeting presentation. The internal team was tasked with creating a succinct set of slides for the Board that would communicate the most promising therapeutic area and disease indication to pursue. They were interested in learning about the indication that had the strongest potential to lead to an Investigational New Drug (IND) application based on technical feasibility, market need, competitive landscape and degree of risk. Knowledge gaps and uncertainties in the presentation would be addressed with the internal stakeholders prior to the BoD meeting. At the time, SQZ had limited marketing support and asked Sciencia to work closely with the R&D and leadership team to help drive this project forward and develop a succinct, organized and scientifically accurate life science presentation of market research findings, all within a limited timeframe.
The Process
Sciencia’s team began digging deep into the internal data initially, conducting an independent, robust literature review for each therapeutic area and disease indication within each area. Working closely with the team, we further developed their hypotheses and identified outstanding questions to expedite their data synthesis process.
To drive a productive discussion, we strived to effectively communicate and illustrate the data and analysis, despite the internal-nature of the presentation. Therefore, we started the process with a brief audience analysis, in order to gain a more complete understanding of their perspectives on what they hoped to accomplish by the end of the talk, enabling us to build content around the end goal. Importantly, we implemented our presentation development process – streamlining turn-around times and ensuring that all team members share their vision and perspective, while maintaining the accuracy and integrity of the data.
The Result
In a record time of just 4 weeks, we completed desk research, data synthesis and presentation development. We engaged the team in a structured working session to review the presentation and reach consensus, identifying the top 5 disease areas for deeper analysis. After this presentation, the SQZ team was able to present cohesive findings to their Board and engage with a market research consultancy for further development. Ultimately, our streamlined and storyboard process saved the SQZ team time and money while also helping to position their novel product and serve as the foundation for their strategic direction.
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