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cases pharmaceuticals

Monitoring physicians’ understanding of the age indication for a seasonal product

Challenge

This client needed to provide evidence to the regulatory authorities that its efforts to educate healthcare professionals on the correct age indication of its product had an impact.

It wanted to measure the understanding of target customers before, during and after the educational campaign. This required an agile approach with short turnaround times.  

Solution

A micro-survey of 5 questions to a nationally representative sample of physicians, pharmacists and nurses. Repeated every 2 weeks, for a total of 3 months to coincide with the peak usage of this seasonal product.

The survey asked whether they stocked the product, what the age indication was, where they had heard of this age indication and the attitude towards usage of this product category.

Outcome

At the end of the 12 week tracking period we could show that the knowledge level of healthcare professionals of the correct age indication was substantially higher.

Moreover, insights showed the specific channels through which prescribers and nurses had learned of this age indication.

The client used these insights in a submission to the regulatory authorities that outlined its post-marketing authorisation surveillance efforts.

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cases pharmaceuticals

Insights to support the launch of a breakthrough treatment in food allergy

Challenge

This client would like to understand a specific segment of the food allergy market in Australia and the potential to bring its treatment to market.

In order to make this decision, senior management needed insights on the willingness of Allergists and Paediatricians to prescribe the treatment, and the willingness of parents to pay for the treatment. Secondly, the client needed the volume of patients for each specialty and the monthly rate of new diagnosis

Solution

The solution was an approach with 4 modules across 2 phases: phase 1 had a qualitative module of in-depth interviews with Allergists and Paediatricians as well as a 2-week market research online community module with parents of patients. For 10 days, participants were asked open-ended questions and to complete projective exercises.

Modules in phase 2 were online surveys to assess pricing sensitivity using the Van Westendorp technique with both groups.

Outcome

The research identified 4 distinct segments in the prescriber population and recommendations were for the client to approach 2 of these first.

The research community yielded a wealth of insight into the emotional, social and financial impact of the allergy on the daily life of families. The client plans to use themes from this in future communication programs. The client could make an informed decision at what price to launch with a price-demand curve from parents.

 

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cases

Agile insights with a market research online community

Traditional market research projects of 8 to 12 weeks may take too long to implement during a phase of rapid change. A market research online community (MROC) generates insights quickly.