Informing launch strategy: Supporting successful market entry and growth in rare disease

Bryter partnered with a global pharmaceutical client to support the launch of a treatment for a rare and complex disease area with evolving treatment pathways and limited historical data.

The client needed to:

• Understand demand and decision-making dynamics pre-launch
• Identify and track early adopers and prescribing behaviours post-launch
• Navigate variation in access pathways across markets, particularly in the US and Europe
• Build a robust evidence base to guide launch strategy and ongoing optimisation

Given the rarity of the condition and fragmented patient pathways, traditional research approaches were insufficient. A multi-phase, longitudinal programme was required to capture how the market developed over time.

Bryter designed and delivered a comprehensive, multi-wave research programme, spanning pre-launch, launch, and post-launch phases, with a strong focus on commercial applicability and real world dynamics.

1. Pre-Launch Demand and Buying Process

• Conducted research in the US to map physician decision making and treatment pathways
• Explored unmet needs, patient eligibility, and triggers for treatment initiation
• Defined the expected role of the new therapy within clinical practice

2. Early Adopter Tracking (Post-Launch)

• Identified and engaged early adopters of the therapy to understand real world usage
• Tracked motivations for prescribing, barriers to adoption, and patient selection
• Provided insight into how perceptions and behaviours evolved during early uptake

3. Multi-Market Pathway and Access Research

• Delivered a 10-market EU pathways study, capturing variation in:
  • Diagnosis and referral routes
  • Access and reimbursement dynamics
  • Treatment sequencing and decision drivers
• Enabled comparison between US and EU systems, highlighting key differences in access and adoption

4. Ongoing Pulse and ATU Studies

• Implemented regular pulse studies and ATU tracking to maintain visibility on market evolution
• Monitored awareness, trial, and usage trends over time
• Ensured insights remained current, actionable, and aligned with market changes

This integrated approach allowed Bryter to connect strategy across the full product lifecycle, rather than treating pre- and post-launch as separate exercises

The programme provided the client with a clear, evolving picture of the market, enabling more effective decision-making at each stage of the launch.

• Stronger launch readiness, grounded in a deep understanding of demand and prescribing dynamics
• Rapid identification of early adoption patterns, allowing refinement of targeting and messaging
• Clear visibility of access barriers and pathway differences, particularly across European markets
• Ongoing performance tracking, supporting continuous optimisation of strategy

By combining multiple evidence streams into a single, cohesive programme, Bryter enabled the client to move from assumption led planning to insight led execution with More effective targeting of early adopters and priority segments, improved alignment between global strategy and local market realities, faster response to emerging opportunities and barrier, and enhanced ability to maximise uptake in a complex rare disease landscape

Learn more about how market research and insights can build a deeper understanding of the lives of patients, support in testing and development of new therapies and build effective marketing strategies in our 'ultimate guide to pharmaceutical market research and insights'