We carried out a qualitative phase comprising over 80 60-min face-to-face or telephone in-depth interviews amongst a mix of current, experienced and treatment-naïve patients with HCV in the 5 EU and Australia. During the quantitative phase, we undertook 200 30-min online surveys with a mixture of experienced and naïve patients. We used max-diff analysis to identify the attributes of most importance to patients in the treatment of HCV.
We were able to provide our client with preference utility scores for each attribute level, highlighting relative importance of the attributes and attribute levels in choosing to be treated with any given product profile.
An Excel-based simulator allowed our client to model patient preference for any number of potential future market scenarios: including their products / regimens in development together with the many competitors, both current and future.
In addition, a latent class analysis allowed us to segment the patients based on how they make their product choices. This identified key patient segments for our client, and which attributes need highlighting to drive product acceptance.