A pharmaceutical company was preparing to launch a new molecule into a well-established and crowded market. In preparation for launch, they needed to gain an understanding of the experiences of patients living with this condition including touch points, key decision points and actions throughout their journey to understand the potential for their product.
We identified time sequences, HCP touch points, high points, crisis, and barriers on multiple levels – behavioural, attitudinal and emotional – and uncovered drivers of therapy initiation, switching, and discontinuation. We also delivered an in-depth understanding of and insights into patients fears, unmet needs, and desires throughout their journey. Finally, we provided a hierarchy of actionable accelerators for and barriers to garnering interest in this new molecule and identified the optimal way to position it.
We conducted in-depth interviews with patients to understand their experiences and perspectives from initial symptom presentation to treatment, the HCPs they interacted with, the nature and scope of these interactions, and where the opportunities were present for a new entrant in the market.
This enabled us to understand and leverage patients’ needs to uncover where the client would have the most impact for creating interest in their product.
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