How will you differentiate to realise the opportunity?

• What profile is needed at launch to deliver a sustainably differentiated, reimbursable, commercially valuable product?
• What drives differentiation with different customer groups?
• What target promotional claims are required at launch to support differentiation?
• What data is required to support these claims?
• What is the profile required for a commercially viable companion diagnostic?
• How should the claims generated be used optimally & consistently in the market place to establish a strongly differentiated position?