Success Stories

market map | product launch | schizophrenia | segmentation

Breaking Barriers: A Case Study on Accelerating and Maximizing Launch Success for a Groundbreaking Schizophrenia Medication


A pharmaceutical client was preparing to launch a novel, high-profile treatment to serve patients diagnosed with schizophrenia. Due to the highly competitive nature of this treatment space, the client wanted to build a deeper understanding of the patient opportunity through segmentation analysis and the development of a market map. They turned to KMK to partner with them on this project due to our deep experience in commercial strategy consulting, expertise in leveraging both primary and secondary data sources, and therapeutic area knowledge.

While the primary research conducted in this therapeutic area generated a segmentation solution that resonated as valid and actionable, the client had concerns about the relative size of key segments. To help alleviate those concerns, the client desired segmentation analysis with a larger, and potentially more representative sample, to limit potential biases that may have existed in the primary research. Expanding the primary market research sample would have been too costly and time-consuming, and key drivers of segment assignment were not directly available in the longitudinal patient-level claims.


The client decided to draw on the KMK team’s in-depth knowledge of the market, treatment behaviors, and data limitations. Their cross-functional team worked closely with KMK to accurately project the segmentation analysis to claims data and generate the market map.

KMK followed a 3-step approach to produce the desired results:

Strategic Alignment

Iterative working sessions with a cross-functional team of analytics, primary research, marketing, and medical personnel along with senior KMK leadership. They first aligned on a core set of business rules to define the relevant patient cohort and identified several “key analogue variables” to bridge between the segment drivers from the primary research and the limited secondary data metrics.


KMK leveraged random forest modeling to generate a series of potential segment solutions leveraging these analogues. The patient profiles for each output were compared between the two data sources, and KMK identified a solution that demonstrated the “best fit” based on their understanding of the segments from the primary research.

Solution Development

Working with the “best fit” outputs, KMK then applied adjustments to offset channel biases in the claims data. They applied secondary data to validate the segments and to build a market map.


  • The client worked through the issues strategically, and openly discussed challenges and potential limitations of the approach with the KMK team.
  • Due to this high level of trust, the fine-tuning of the assumptions rounds of iteration that followed enabled the team to confidently project the patient segments, while the subsequent market map quantified the opportunity.
  • These efforts directionally validated the primary research findings with greater power and confidence thereby enabling the client to move forward with their commercialization plans without losing time and money by conducting additional custom research.
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