A leading contract development and manufacturing company (CDMO) did not comprehend its value proposition and price potential across modalities.
The full-service CDMO wanted our help to build a comprehensive fact base on pricing and value positioning opportunities. This fact base was essential for bioprocess development, clinical trial manufacturing, and commercial manufacturing projects within mammalian drug substance, sterile injectables for biologics, gene therapy, and mRNA.
We started by examining the pricing landscape for the four modalities based on a number of pre-defined project archetypes.
Defining project archetypes, such as for bioprocess development services in the mammalian drug substance space, was key to ensuring a parallel comparison of pricing insights. As such, our analysis helped determine the minimum and maximum thresholds for expected project prices.
Then we assessed value drivers that affect price and identified the most impactful factors based on project archetype and modality. In addition, we identified the top value-added service needs among biopharma customers to drive further differentiation in said modalities. Finally, our team evaluated commercial term requirements and trends to identify commonalities in the key terms being offered to clients.
As a result of our work, the CDMO improved its existing pricing strategy using the modality-specific insights generated through our research.
Our client was able to better align its price/value positioning with the modality-specific requirements as per the customer-validated price and value fact base.
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