How the opportunity for a product treating a rare haematology disease in Emerging Markets was evaluated using a multi-stakeholder approach
Our client wanted to determine how to maximise the commercial opportunities for a product indicated for a rare disease in a range of emerging markets
Our client had a product indicated for a rare Haematology disease. Whilst this product was successfully launched in over 40 countries globally, it had a limited presence in many emerging markets. Our client needed to conduct market research in order to determine how to maximise the commercial opportunities in each of these different emerging markets.
A three-phase methodology was utilised. A definition phase of interviews with client internal stakeholders and in-country distributors was conducted to help better define and identify the most relevant target stakeholders to interview. Interviews were then conducted with industry experts and payers in each market in order to understand current and future market trends. Due to the limited number of treating physicians of this rare disease, multiple recruitment methodologies, including a literature review to identify Key Opinion Leaders, were utilised in order to ensure a sufficient sample. A final phase of in-depth interviews with physicians allowed us to identify the key micro and macro issues within the product market in each country.
The research findings from all three phases gave the client in-depth insights into the specific opportunities and challenges within each emerging market. The report provided the client with clear recommendations on the execution of strategy and tactical approach required to successfully maximise the product opportunity, for each individual market.
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