We began by reviewing secondary data and any research previously conducted by our client. This allowed us to uncover value drivers for their product, agree on the messages to be tested and develop interview materials. We then recruited national, regional and local payers from across the EU with extensive experience in market access, value proposition and message testing.
60-minute qualitative telephone interviews were considered the most appropriate methodology because of the likely markedly different roles and responsibilities. This also enabled us to gain individual reactions to the messaging, which most accurately reflected the real-life setting in which they were likely to be exposed.