Market analysis and landscape analysis involves identifying the key players in a field, sector or geography and classifying them by relevant characteristics (e.g., type of organization, target beneficiary).

It paints a clear picture of the business environment and what’s needed to help shape perceptions and influence decisions. When evolving a market entry or penetration strategy, a market analysis is not a “nice to have”, it is a “have to have” in today’s rapidly shifting health economics environment.

This process allows navigation around potential issues or threats such as an unexpected competitor, a change in clinical guidelines or a shift in the scientific data around the disease state.

If done right, market mapping can make sure strategies are aligned with business goals.