BUSINESS SITUATION
The client, a leading pharmaceutical company, was launching a new drug aimed at treating a common medical condition. They wanted to validate the drug's appeal among healthcare professionals, specifically doctors and medical practitioners, to refine their go-to-market strategy.
The primary objectives included:
- Understanding the current treatment landscape and existing gaps.
- Assessing the safety, ease of administration, and overall effectiveness of the new drug compared to existing treatments.
- Evaluating physicians' recommendations to optimize the drug's positioning and prescribing guidelines.
SGA STRATEGIC APPROACH
To address the client’s objectives, SG Analytics employed a mixed-methods research design combining quantitative and qualitative methodologies across key markets — the U.S., the U.K., and Germany.
Research Design:
- Survey Execution: Conducted 300 online surveys with healthcare professionals, including:
- General Practitioners
- Specialists such as oncologists and neurologists
- Physicians from medium to large healthcare institutions
- In-depth Interviews: Completed five in-depth interviews to gather nuanced insights and perspectives.
Key Focus Areas:
- Current Practices: Understanding medications and treatment methods currently in use for the condition.
- Gap Analysis: Assessing limitations in existing drug options and identifying unmet needs.
- Comparative Assessment: Evaluating the new drug's safety, ease of administration, and effectiveness relative to current treatments.
- Recommendations: Gathering actionable suggestions to align the drug with healthcare professionals’ prescribing preferences.
Deliverables:
- Final data sets in MS Excel and SPSS for detailed analysis.
- Transcripts of interviews delivered in English for qualitative insights.
ENGAGEMENT
The study provided a deep dive into the following themes:
- Identification of key safety and administration factors influencing prescribing decisions.
- Evaluation of the drug's market readiness and alignment with practitioners’ needs.
- Insights into how the drug could address specific gaps in the treatment landscape.
BENEFITS & OUTCOME
SG Analytics delivered actionable insights that empowered the client to:
- Refine Communication Strategy: Emphasized the drug’s safety and ease of administration, particularly for elderly patients or those with comorbidities.
- Address Market Concerns: Highlighted potential drug interactions and pricing concerns, enabling the client to refine clinical trial data and pricing strategies.
- Enhance Positioning: Focused the product’s benefits on patient demographics and ease of integration into standard protocols, ensuring alignment with healthcare professionals' preferences.
KEY TAKEAWAYS
- Safety First: Doctors emphasized the importance of the drug’s safety profile and ease of use, especially for elderly patients with comorbidities.
- Market Concerns: Pricing and drug interaction issues were highlighted as areas for improvement.
- Strategic Communication: The client tailored its marketing efforts to focus on the above-mentioned critical factors, ensuring better alignment with the needs of healthcare professionals.
