How do you pave the way for a scientific innovation that satisfies critical, unmet needs that consumers don’t yet know they’re missing?

Glue expertly prepares markets for transformational changes that stem from innovations such as emerging technologies, new diagnostics, newly discovered markers, and new mechanisms of action (MOA).

We start with market research to understand what consumers are missing and how their lives are impacted by their limited choices—or lack of choices. We also look to see how well they are satisfied by currently available products. Then we apply sophisticated research techniques, such as discreet choice ranking and conjoint analyses to discover how a particular innovation can impact consumers’ lives and experience. Through these highly effective practices, we can better understand how individual features and various combinations of features will be valued by the market. Results of this work guide the narrative, from how we position the challenge of the unmet need, eg, previously unsolved problems, undiagnosed or undiagnosable conditions, or mechanisms of disease. Content strategy can also extend to the development of breakthrough products that meet the need. Moreover, the insights we uncover can guide a wide range of decisions, including dosing, dosing forms, colors, shapes, package design, product positioning, messaging, and pricing.

Then we establish and heighten awareness of the unmet needs, et al, with white papers, websites, and webinars. In healthcare, this can be as simple as naming a disease for the first time. Once a disease or condition has a name, it enters the consciousness and becomes a target for a treatment. We’ve seen this with diseases such as gastroesophageal reflux disease (GERD), overactive bladder, erectile dysfunction, and restless leg syndrome.

Market priming via disease awareness, mechanisms of action, and the introduction of new technology has supported products across a range of categories for both professional and consumer audiences. At Glue, examples include a novel NHE3 sodium transport inhibitor for the treatment of patients receiving dialysis who present with hyperphosphatemia as well as those suffering from irritable bowel syndrome, to cell therapy, such as CAR Ts, for patients with cancer, to a range of steroidal and non-steroidal treatments for respiratory disease, to an injectable hyaluronic acid for rheumatology of the knee, to a new diagnostic-technology platform that facilitates unprecedented identification of disease progression.

We have applied our unique practice of market priming to support first-in-class treatments as well as products in me-too categories to provide a basis for an innovative product’s potential to offer superior outcomes.

Glue primed the market for a new platform technology that identifies and predicts the best candidates for checkpoint-inhibitor therapy.