Client
Aradigm is a Hayward, California-based research and manufacturing firm.
Challenge
Aradigm developed proprietary hand-held pulmonary drug delivery systems. These systems reduced the need for using injectable drugs in a broad range of medical applications and enhance treatment of lung diseases.
Aradigm was in the early market launch stages of SmartMist®. As a new technology and device, SmartMist faced acceptance as a new protocol to be used by physicians, payers, consumers, and the channel delivery system though home medical equipment (HME) providers and pharmacies. The needs, efficiency, and payoff of the HME provider system for target market penetration were unclear.
Solution
Analysis
- Developed relationships with leading opinion and business leaders in respiratory services within HME channels.
- Evaluated HME providers’ assessment, inclination to purchase, method of introduction, payment models, and delivery system issues.
- Determined the channel's receptivity and ability to introduce SmartMist to referral and payer markets. Determined potential launch investment and obstacles.
- Assessed strategies best used to reach and penetrate this channel of distribution, along with obtaining MCO reimbursement.
Strategy
Summit developed a national respiratory provider advisory board composed of prominent business leaders and senior executives in the HME and pharmacy based markets.
Implementation
- Summit conducted the executive board's examination, evaluation, and assessment of the critical issues and opportunities involved in a comprehensive launch to this channel.
- Participants included Aradigm senior executives, marketing executives/managers, 10 senior executives from firms around the United States representing over 120 locations, and asthma/respiratory specialists.
- Aradigm used the executive input to re-evaluate their strategy and course of action for this product.
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