Where the portfolio should play. How the brand should win. Where the value lies. What the market actually tells you. Each pillar is led by practitioners who've done the job — and built on the same discipline: model from the patient up, reconcile against hard data, validate with the people who decide.
Four pillars.
From the boardroom
to the brand plan.
What we do.
01
Corporate & Portfolio Strategy
Decide where to play, what to fund, and what to cut. Indication prioritization, in-licensing and BD diligence, portfolio sequencing, asset valuation, and platform/roll-up theses — the bottom-up models and operator judgment behind the bet, before the capital commits.
02
Commercial & Launch Planning
Position it. Segment it. Launch it. Defend it. Positioning and messaging frameworks, segmentation and targeting, go-to-market design, Target Product Profile development, launch budgets / FTE ramps, and competitive wargames — built by people who've run the launch, not just modeled it.
03
Access, Pricing & Value
Pricing strategy, price-elasticity and willingness to pay research, market access and payor strategy, value proposition and HEOR workplans, channel distribution and economics, specialty pharmacy and buy-and-bill models, defensive pricing scenarios - price it to win, and get paid for the value
04
Market & Stakeholder Insight
The voice of the people who decide — captured, quantified, and turned into positioning. Qualitative IDIs and large-n quant across physicians, payers, pharmacists, and patients; message testing, segmentation research, pricing elasticity, and blinded TPP work that sharpens positioning and validates demand.
How we work.
01
Build from the patient up
Bottom-up epidemiological funnels — incidence, staging, line of therapy, failure rates — modeled across US, EU5, Japan, ROW. No top-down hand-waving. Every epidemiologic or revenue number is constructed from the ground up, not borrowed.
02
Reconcile against hard data
We tie models to claims and audit data, sell-side estimates, Orange Book / LOE / Paragraph-IV timelines, and deal comps — then reconcile the gaps. Where the story and the data disagree, we say so.
03
Send it into the room
We test the case with the people who decide: KOLs, payers, PBMs, pharmacists, patients. Blinded TPP stimulus, structured interest and unmet-need scoring, specialty-level significance testing. The hypothesis either survives or it changes.
04
Deliver the decision
Opportunity-risk matrices, strategic imperatives, wargame playbooks, launch budgets and FTE ramps. Not "considerations." A recommendation you can take to the board, the investment commeittee, bank, or sales team.
