Market research as an agent of change in emerging markets

30 October 2008

In this feature, Marc Yates, Managing Director of Research Partnership Asia, discusses how robust market research can be more than just a commercial tool, and actually acts as an agent for change in emerging markets.

Growing the market

For marketers in the pharmaceutical industry trying to enter emerging markets, the challenge is less about gaining market share and more about growing the total market. But they have some pretty big obstacles to overcome. Governments are reluctant to pay the market price for branded pharmaceutical products unless they can see credible, compelling evidence of increased patient benefit. 

The challenge does not lie solely with payers. Healthcare professionals can display a reluctance to prescribe based on misperceptions. For example many physicians in Asia limit their use of anti-thrombotics due to their belief that DVT is a western disease, with little relevance to Asian populations. In addition, patients, especially in self-pay markets, base their decisions to adhere to medication on imperfect knowledge. These misperceptions and knowledge gaps can translate into sub-optimal treatment, resulting in increased disease burden.

These issues are compounded by the image of the pharma industry in Asia. Some share the negative view held by parts of the West that pharmaceutical manufacturers are profiteers who cannot be trusted. This scepticism means that data coming directly from manufacturers is not always believed. Unfortunately, the medical community in the Asia region has little alternative, credible treatment data they can rely on.

Bridging the information gap

Increasingly, the industry is turning to market research to bridge this data gap. The benefits of using market research to provide an independent assessment of the current treatment approach can be significant. The findings can used to lobby policy-makers, reimbursement officials and healthcare professionals, and change beliefs and attitudes of patients, care givers and the general public.

However, because of this, market research studies in Asia must adopt a rigorous approach similar to a clinical trial, even though ultimately their purpose is commercial. Painstaking efforts must be taken to ensure that the research design is robust, that the questionnaire has been carefully and constructed, that validation checks have been carried out and that the data has been rigorously analysed and accurately reported.

The results can then be published in peer-reviewed journals, presented at international conferences and at company-sponsored symposia to educate stakeholders in the medical community about treatment benefits. The data can also be used in detail aids and released at press conferences. As the data comes from a third party, it is generally more trusted as it is seen to come from an impartial and reliable source. 

Building acceptance

The greatest challenge lies in convincing the medical community of its validity. Understandably, some opinion leaders regard commercial market research with a degree of scepticism. If the findings are to be widely accepted, any scepticism must be addressed in the early planning stages of a study.

To ensure maximum credibility, we recommend following these steps: 

1. Appoint an influential key opinion leader in the therapy area to act as a Principle Investigator (PI).

2. Involve PIs as early as possible in the study design stage and communication of findings. Do not limit their role to the interpretation of results but involve them in the design of the study and materials.

3. Ensure that the study is conducted to the highest professional standards

a) Pilot all research materials
b) Back translation of patient questionnaire
c) Validate any questionnaire to be used

4. Communicate in the language of the investigator
5. Pay close attention to the sampling frame, detailing selection/inclusion criteria
6. Record response rate

a) Number originally targeted,
b) Number successfully contacted,
c) Reasons for refusal/non-participation

7. Allow PIs sufficient time to review and approve all materials

In summary, market research, if done correctly, with a careful and rigorous approach, can be more than just a commercial tool - it can become a compelling agent of change in emerging markets, benefiting not just the study sponsor but the healthcare and patient community at large.