Industry: Pharma, biotech, and healthcare
Area of Focus: Target Profiling & Message Optimization
Target: Physicians and HCPs
Method: Qual telephone in-depths
Background: Pharmaceutical client marketed a medication to alleviate breakthrough cancer pain. A competitive new-to-market medication had been garnering significant share in a very short amount of time.
Business Questions: Why was the new medication obtaining sizeable market share so quickly? What did physicians like about the competitive medication and what steps could our client take to retain prescriptions?
Approach: Qualitative interviews with physicians who had recently prescribed the competitor’s medication.
Outcome: Research showed that physicians liked the competitive medication’s mode of delivery and quick onset and that sales rep visits were an integral part in helping them achieve success. To be more competitive, our client was challenged with increasing rep visits, altering detail messaging, and providing similar voucher or trial solutions.