What is Analogue Analysis?

It’s no secret that the landscape for market access and pricing professionals is ever-changing. Today the role of the function has evolved to be a critical link between R&D, medical and commercial functions. It’s providing the foundation for clarity in evidence expectations, willingness to pay and market needs, all while communicating and connecting pharma’s other functions.

Within this challenging environment, data-driven decision making is fundamental to overall business success. Enter, analogue analysis – the process of looking at past products’ performance to guide strategy and planning for current and future brands

An “analogue” is essentially a brand in a similar situation to your own. No brand is entirely the same as another, but it can have many of the same characteristics. Analysing these analogue brands can provide critical insight for our own brands, as they have already navigated through similar waters.

Why is analogue analysis beneficial?

When we predict the price and health technology assessment (HTA) outcomes of pharmaceutical brands, we base many of our assumptions on previously approved drugs – otherwise known as analogues. This competitor analysis in the pharmaceutical industry is essential for benchmarking price and informing product launch strategies.

In market access, we have time pressures to answer a range of complex questions. We need to know how to produce more accurate analyses and provide evidence to support a product launch strategy. From TPP profile definition through to price estimation, we need to speed up analysis to present the best business cases for early asset investment decision committees.

Important considerations for analogue analysis

When searching for analogues, we might look at defining characteristics such as:

  • Product and disease characteristics
  • Considerations for the launch environment
  • Broad or specific product launches.

We also need to ask ourselves some key questions. For example, what pricing opportunities are there in a highly genericised landscape? Does our product have an orphan indication? What does differentiation look like in a crowded marketplace? How can we support a trial design acceptable to payers if our comparator is off label?

TPP versus aspiration-led approaches

Analogues are selected using one of two approaches. One involves starting with what you have and using your existing TPP to identify analogues.  Another is more aspirational, defining outcomes you wish to achieve and identifying analogues that achieved those outcomes.

The TPP-led approach

In this approach, analogues are selected based on how well they match to the target product profile (TPP) for the brand. 

This approach works well when the TPP is available, however, it can be long and iterative, as many different TPP variations are introduced.  It is also difficult for market access teams to influence clinical programmes and medical strategies to shape the TPPs. 

Aspirational pricing and market access approach

This approach is based on a target price, and HTA outcomes that are expected to achieve the price. We need evidence to reach the desired HTA outcomes, which we can achieve by reverse engineering the TPP.

This makes it possible to guide research and development teams on trial designs and optimal products, but it may be far from reality. Whatever the findings, adequate risk analysis in the pharmaceutical industry is paramount, so whatever is identified must be robust.

Best practices for analogue analysis

Many teams face challenges, whichever approach is followed.  Analogue identification is frequently restricted by limitations on yours and your team’s knowledge.  Up to eight in ten analogues are selected based on team members’ personal knowledge, rather than being identified in a systematic manner.

At Access Infinity, we have developed Nuro to help you identify analogues, and get the best out of your analogue assessments. We generally advise this approach to get the best results:

Step 1: Define product or disease characteristics

This may include therapy areas, clinical benefits, molecule types, acute or chronic treatments, orphan drug indication, route of administration, and adult or child use.

Step 2: Define the launch environment

This may include size of target population, number of indicated products, availability of price benchmarks, competitor activity and off-label/on-label comparators.

Step 3: Apply criteria comprehensively and systematically

Bearing in mind that the above factors are not exhaustive, we need to take a comprehensive approach. This means starting with all EMA or FDA approved products. We need to be systematic when applying matchability of criteria. This will ensure repeatability, making for better business cases.

Step 4: Create the funnel

With these steps, we can then create our own funnels, for example, filtering out other therapy areas and focusing on auto-immune disorders. But we also need to be aware of the limitations, and draw on our own experience in addition to existing data. Generally, nine in ten analogues start with the disease, but we cannot simply create a funnel in any order.

The future

As pharmaceuticals become more expensive and competitive, we need faster, more reliable methods to benchmark pricing and assist product launches. Technology such as Nuro helps us to see all the essential data in one dashboard, which we can augment with our own experience.

No single method is the ‘correct’ one for getting a product to market effectively, as there are so many variables. What we can do is refine our strategies by looking at historical data and grouping by key characteristics. In future, this will help us satisfy HTA outcomes faster and create competitive price benchmarks.

Find out more about Nuro for analogue analysis here.

You can also hear our Founding Director Shri Rao Mukku talk more about analogue analysis in this webinar recording: https://accessinfinity.com/webinar/analogue-analysis-dos-and-donts/

Webinar Webinar latest

Discover Digital for Market Access Webinar Series

Discover Digital for Market Access Webinar Series

On-demand webinar

Webinar 1: Seamlessly Monitor and Set Market Access KPIs with Access Hub

In this webinar you’ll see how Access Hub transforms market access performance tracking for your launches.

Request the recording by completing the form and discover the value of digitalising market access.  

For more details on this webinar recorded on Thursday 24th Augustvisit this page

Webinar 2: How to answer your biggest Market Access and Pricing questions with Nuro

In this webinar, see how Nuro will help you: 

  • Answer your biggest market access questions across price, evidence and access
  • Speed-up analogue analysis instantly conduct analogue analysis
  • Rapidly understand price and HTA potential of early and BD assets
  • Go beyond analogue analysis with net price forecasting, competitor tracking and evidence benchmarking.
For more details on this webinar recorded on Thursday 24th August, visit this page

About the speakers

Tom Gilboy

Product Owner, Market Access

Robert Buckley

Senior Business Development Manager

Sign up for the webinar

Complete the form and a member of our team will be in touch with login details. 

Analogue analysis dos and don’ts [recording]


Analogue analysis dos and don'ts


In this webinar, Founding Director Shri Rao Mukku explores analogue analysis dos and don’ts, uncovering the common mistakes seen in the industry and how to avoid them.

Interviewed by Louise, Shri discusses:

  • Key trends and changes in analogue analysis
  • The biggest challenges early market access teams face when finding the right analogues
  • How to take a systematic, rapid and repeatable approach to identifying and analysing analogues.


Shri Rao Mukku

Founding Director, Access Infinity

Louise Bennett

Head of Marketing

Webinar Webinar Old

Analogue Analysis Dos and Don’ts

Analogue Analysis Dos and Don’ts

On-demand webinar


Shri Rao Mukku

Founding Director

Louise Bennett

Head of Marketing


As we heard at this year’s World EPA Congress, now, more than ever, the Market Access and Pricing function is an important bridge between R&D, medical and commercial functions. It’s providing the foundation for clarity in label, evidence expectations, willingness to pay and market needs, all while communicating and “connecting the dots” between pharma’s other functions. 

Among the many plates to spin, analogues need to be considered at every stage, so that influencing drivers for price and market access can be evaluated. With all this in mind, working smarter, faster and making better decisions has never been so important.

In this webinar recorded on 18th May 2023, Founding Director Shri Rao Mukku explores analogue analysis dos and don’ts, uncovering the common mistakes they see in industry and how to avoid them.

Interviewed by Louise, Shri discusses:

  • Key trends and changes in analogue analysis
  • The biggest challenges early market access teams face when finding the right analogues
  • How to take a systematic, rapid and repeatable approach to identifying and analysing analogues.

To learn more, complete the form below to receive a link to the recording. 

Request access to “Analogue Analysis Dos and Don'ts"

Complete the form and we’ll share the link to the recording. 

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