Denosumab™ Demand Forecast & Market Assessment (MPH Project)
As part of my healthcare marketing course in part of my MPH studies at the UCLA Fielding School of Public Health, I conducted a comprehensive market assessment and demand forecast for Denosumab™. Denosumab™ is a monoclonal antibody marketed under the brand names Prolia® and Xgeva®. This project focused on evaluating its potential to transform the osteoporosis and bone metastases markets. I analyzed competitive landscapes, segmented the target audiences, and developed demand projections to highlight opportunities for market expansion and adoption for both drugs.
Key aspects of the project included:
Market Segmentation: Identified key target groups, including postmenopausal women with osteoporosis and patients with advanced cancers at risk of bone metastases, and tailored recommendations to improve outreach and patient retention within these segments.
Competitive Analysis: Evaluated Denosumab™’s position against key competitors based on efficacy, cost, and ease of administration, demonstrating its differentiation in both convenience and superior clinical outcomes.
Demand Forecasting: Projected Denosumab™ could achieve a combined revenue of $24.6 billion over three years, driven by its strong clinical profile and potential to address unmet needs in certain populations.
Strategic Recommendations: Proposed patient-centric educational campaigns, enhanced physician outreach, and payer engagement strategies to drive adoption and increase adherence.
This project demonstrates my ability to conduct a thorough market assessment utilizing segmentation strategies, demand forecasting, and competitive analyses to position a marketing campaign and inform data-driven recommendations for pharmaceutical products.
