Realistic Clinical Profile (RCP) is an advanced analytical tool that objectively documents your products potential to satisfy unfulfilled market need. The RCP is developed using proprietary processes to be used for many of the strategic deliverables at CLINDEVOR 360 and can be applied to any therapeutic/diagnostic area. This process of objectifying your products greatest potential has been derived from over 25 years dedicated to applying strategic marketing principles to clinically applied product commercialization. The RCP uses principles leveraged in evidence-based medicine and applies it to brand and market analysis.
In the development of the Realistic Clinical Profile for client brands, the clinical categories where a product (pharmaceutical, device or diagnostic) may provide value are identified and evaluated. Each category is then dissected by the components within that category where medical need is still unfulfilled by existing care options.
EXAMPLE: The RCP applied to Congestive Heart Failure (CHF) diagnostic test. Within this clinical category there exists an unmet need to rapidly and accurately systolic heart failure from preserved systolic failure in early stage symptomatology. A product that fulfilled this need very well might be well served by developing the technology to focus on fulfilling this unmet need. On the other hand a product that can rapidly define when a CHF patient is properly stabilized in order to be discharged from the hospital might also be providing a significant value to clinical care. Oftentimes companies must make critical investment decisions about how to develop their product. They are often confronted with 30 or more possibilities such as the two outlined above in the CHF patient care example. There is no perfect way to address a challenge of this magnitude.
CLINDEVOR 360 has developed the RCP as an evidence-based analytical tool to assess the potential impact a product might have in a clinical category such as CHF. It is a unique term derived from a unique process that produces a unique tangible output that is leveraged only in the development and commercial decision making for clinically applied products. The components of the Realistic Clinical Profile that make it unique include the following:
- Defining Market Attributes to determine relative status of how each attribute of a clinical category is currently fulfilled (or not fulfilled) by existing technology.
- Clinical Importance (Utility) Rating on each clinical category utilizing processes similar to how medical practice weighs evidence.
- Current Product Fulfillment based on existing and emerging tools that are used in an attempt to fulfill these attributes (clinical needs).
- Creating a clinical brand profile based on the potential the clients produce has to fulfill various attributes (clinical needs).
- RCP Priority Rating that characterizes the relative opportunity for the new brand based on all factors in the profile.