Decentralized clinical trial product strategy

A large pharma health-tech arm needed to understand why its decentralized-trial tools weren't landing with users and how to find a defensible point of differentiation.

A271-176

Existing DCT tool use mapped across trial workflow

Situation

Seeking to be transformative

Early health-tech arm of a large pharma-co looking for point-of-differentiation in current landscape of clinical research tools.
Client wished to understand value-prop of tools for decentralized clinical trials (DCT) in randomized control trial (RCT) settings.
Leadership also wanted to understand how existing RCT tools limit scope of drug development and identify key gaps to inform their product roadmap and commercial plan for new digital tools.

Project

ID’ing and unlocking key gaps

Leveraged secondary research and open databases to highlight landscape and future potential of digital and DCTs across three indications.
Conducted expert interviews to collect perspective of study-designers as well as site-monitors / trialists, who are the effective end-users for DCTs.
Detailed gaps and pain-points experienced in the conduct of RCTs. Listed barriers to DCT use and unrealized opportunities to apply within studies.

Stakeholder impact assessed to identify adoption barriers

MVP solutions recommended for each value driver

Outcome

Value drivers

Detailed understanding of target-users’ priorities clarified for client why existing product focus had not gained significant traction. This insight prompted a fundamental shift to refocus products to user-defined gaps and pain points.
Client reprioritized MVP features, for both near- and long-term products, to align with end-user needs and adjusted content of customer-engagement documents to focus how products would address gaps.

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