The challenge
Our client was seeking a comprehensive understanding of strategies to expedite the adoption of their product and achieve a substantial percentage of target HCPs prescribing within the first six months post-launch in various international markets.
The solution
To ensure the success of our client’s product, we recognized the need for significant behavioral change among all stakeholders. We carried out a qualitative study across various markets: Australia, Brazil, Canada, China, Japan, Mexico, Saudi Arabia, and South Korea. We conducted in-depth interviews with a diverse range of key stakeholders, including patient advocacy groups, patients requiring advanced therapy, healthcare professionals treating our target patients, key opinion leaders, and payers. To ensure that our research was comprehensive and effective, we adopted an iterative approach.
We began by interviewing internal stakeholders to generate hypotheses and involve leaders across the organization. Throughout the primary research process, we established multiple touch points, enabling informed decisions to be made at every stage of the project. This approach fostered a sense of ownership and visibility throughout the organization, resulting in a high level of engagement.
The research helped gain a deep understanding of current behaviors, drivers, and satisfaction with patient outcomes. This allowed us to identify key moments where interventions could make a positive impact. Additionally, Product X needed to be positioned in a way that would encourage early adoption, targeting the patients who would benefit the most and the healthcare professionals who were most likely to trial the product first.
The outcomes
Through our research, we uncovered the key factors that drive behavioral change among all stakeholders. With this knowledge, healthcare professionals can easily identify which patients will benefit most from switching to Product X, and they will also be equipped with strategies to address any reluctance patients may have. Additionally, payers will have access to the specific information they need to make reimbursement decisions and pinpoint the patient profiles that will benefit the most from our client’s product. The research helped our client successfully reshape the treatment algorithm in this rare disease space, and how to effectively promote adoption.
