Scientific evaluation in the commercial assessment of early stage assets.

• An overview of how treatment of immune-mediated inflammatory diseases (IMIDs) is shifting towards targeted therapy and the implications this has for novel assets being explored in the category.
• The benefits of assessing the scientific appropriateness of an agent alongside an analysis of the treatment landscape, unmet needs in the area, and the competitive pipeline.
• A case study of Bryter’s approach to early stage market research in a highly competitive IMID category with a shifting treatment paradigm to targeted therapy aimed at specific patient phenotypes.

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