Our client had developed Product X for cases of major depressive disorder (MDD) that do not respond adequately to appropriate courses of at least two antidepressants. Product X is sold in Latin America and must be administered in hospital where patients can be monitored and provided support in case of any adverse events. As such, physicians must convince patients that Product X is worth its high cost.
Therefore, market research was required to understand the best way for physicians in Latin America to communicate the value and benefits of Product X to their patients including with the use of various patient support programmes (PSPs).
We conducted in-depth interviews with TRD patients and psychiatrists in Latin America.
We helped our client to understand how they could better enable physicians to convince their patients of the value of Product X. The key insights from our research included the most persuasive messages to convince patients and the value of PSPs as an additional reason to use Product X. In addition, we identified the particular PSPs required to increase uptake of Product X. These included programmes to support patients in the following ways: