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The challenge
Our client wanted to understand the drivers and barriers to use of their product, in order to inform and fine-tune their launch tactics. Prescribing behaviour in launched markets was slow, despite the lack of novel treatments and the high uptake of another, recently launched competitor.
There was a clear need to identify top-of-mind opportunities and barriers for the product, but also yield more fundamental and emotive drivers of behaviour; and with these insights, uncover how any barriers could be resolved.
The solution
Within the context of this market landscape, our solution compromised three key elements:
Markets: Germany, UK
The outputs
The range of behavioural science techniques used enabled us to successfully identify the underlying influences on behaviours, both positive and negative. Crucially, our analysis captured numerous beliefs which act as barriers to product use. Examples include biases around:
Re-framing and re-shaping such beliefs were key and we were able to provide recommendations to overcome behavioral influences inhibiting adoption. This included for example, optimising communication strategies and exposing physicians, post-pandemic, to more touchpoints thereby driving enthusiasm for and confidence in the brand. This recommendation among others, provided strategic insight into overcoming a number of heuristics. The findings from our research:
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