How buyer insights guided the development of an effective market strategy for a HIV product
Our client was developing a new product for HIV and needed to understand buyer willingness to pay in the emerging markets of South Africa, Kenya, and India. They needed to understand how new medicines are added to the guidelines and how they are evaluated and funded. They also needed to gain an understanding of stakeholders’ reactions to their product, the drivers and barriers to use and expectations regarding pricing.
How scenario testing helped assess demand for a brand launch in the fragmented NSCLC market
Our client was developing a new drug aimed at first line NSCLC patients. Ahead of its launch they wanted to assess likely uptake in an already fragmented market space led by established 1st generation tyrosine kinase inhibitors (TKIs). There were several scenarios that the client wanted to test, including impact of launch order and the impact of future 3rd generation TKIs on the drug’s market potential. The research was complicated by the fact that both the clients (and likely key future competitors’), profile was as yet unknown – the research therefore needed to assess likely share while taking account of multiple moving parts.
How we applied user-led design thinking in the ER setting to improve patient care
Our client needed to identify the key delivery-device attributes for an antibiotic topical treatment used to combat a group of infections typically affecting young children. Current treatment is a burden and antibiotic resistance is a key issue, which sometimes results in families needing to seek emergency hospital attention in response to acute pain. We interviewed urgent care and ER physicians in order to find out the current challenges faced when treating patients with acute infections and to understand how topical treatment could improve the management of this condition.
Review of Disease Promotion Campaign using Facial Analysis
Our client had developed a visual and emotion-invoking, online disease awareness campaign aimed at challenging physicians’ current perceptions of treatment. Research was required to understand physicians’ reactions to the campaign (rational and emotional) and whether it would have the desired effect of increasing use of their treatment in the future, to help encourage the client’s local operating companies to adopt and roll out the campaign.
Our client had an oncology product in development for the treatment of prostate cancer. The company wanted to conduct research to inform future planning, list development, advisory board creation, and initial communications platforms. In an earlier quantitative wave of research we had identified four segments to define physician treatment and prescription behaviors. Our next challenge was to validate the segmentation. Our client wanted to gain a deeper qualitative market understanding of treatment views and prescribing motivators of the four segments. They also needed to open lines of communications within the team, giving both local and remote team members the opportunity to engage and interact with the research and segmentation.