Who? Pharma's experts in path-to-market strategy, positioning and applied innovation. What? IDEA Pharma is a Path-To-Market Strategy practice. Applied Design Thinking in early phase. Where? Offices in UK, Basel, San Francisco, New York City, with global clients in those countries plus Denmark, Germany, and France. Why? Choosing a path to market successfully is a discipline, and like any discipline, it is best performed by specialists. Pharma works with IDEA to develop options for the 'best' path to market: clinically and commercially. IDEA supported 2 of 2017's 5 biggest launches, 3 of 2016's top 10, and 4 of 2015's top 10. No other company comes close. IDEA has been lucky enough to work with some of the best product teams in the industry, and we will only engage if we believe in the client team. It's a philosophy that has ensured we love what we do, and that we can make the kind of difference that matters,. How? Areas of industry leadership include: • Strategic Positioning • Portfolio/ disease area Strategy • Value Proposition • Scenario planning, Strategy pressure test • Communication Strategy The path-to-market for a medicine is never obvious, so we develop design options: IDEAs that meet every hurdle: clinical, regulatory, and the important commercial hurdles (market access, reimbursement, competitor differentiation…). Clearing any one is relatively easy; clearing all of them is hard. A thousand things can influence the trajectory of a product: choice of indication, patient population, patient profile, line of therapy, trial endpoints, and many more. Products are the result of design decisions. When design is valued, great things happen. IDEAtion: generation, evaluation, iteration and decision-making for path-to-market options. Faster-to-market options, higher value, lower technical risk, greater probability of commercial success