This information was further complemented with discussion of real cases from patient record forms. A future framing exercise was also conducted with the physicians to assess expectations of future treatment options and explore the impact of biosimilars on the product as an orphan drug.
The research confirmed that opportunity for the drug existed and identified the necessary insights into the key messages that will drive uptake. The findings provided our client with deep insights into patient characteristics and treatment drivers, which allowed them to extract realistic patient segments. A dashboard of the PRFs visualised the market landscape and provided quantifiable market potential information. In addition, the inclusion of the future framing exercise gave the client relevant feedback to help create a bottom-up forecast. The client was able to use this information to develop a clear and concise future brand strategy for a successful launch of the product in the new indication.