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Our client wanted to refine and optimise their positioning and pricing strategy for Product X, used for the treatment of Chronic Migraine (CM) and Episodic Migraine (EM). Market research was required to understand how various stakeholders position Product X and what the perceived impact of various EM and CM indication sequences would be on prescribing intent, price and perceived value.
Our client wanted to refine and optimise their positioning and pricing strategy for Product X, used for the treatment of Chronic Migraine (CM) and Episodic Migraine (EM). Market research was required to understand how various stakeholders position Product X and what the perceived impact of various EM and CM indication sequences would be on prescribing intent, price and perceived value.
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The solution
Phase 1: 149 online quantitative interviews were conducted with migraine specialists treating both EM and CM patients prophylactically to understand their current usage, gauge their reactions to product profiles for both Product X and competing Product Y, and determine their intention to prescribe Product X in the future.
Phase 2: 31 qualitative interviews were conducted with payers and payer-advising KOLS to understand the varying treatment and access landscapes, clinical perceptions of Product X, expected HTA outcomes and pricing and reimbursement implications.
Markets: Canada, France, Germany, Italy, Spain, UK
The outcomes
Assess stakeholders perceived value of Product X based on the latest clinical trial results
Quantify the impact of revised end points and side effects on prescribing intent
Explore HCP preference for oral vs injection prophylactics
Compare Product X vs. Product Y by identifying strengths and weaknesses
Uncover anticipated Product X positioning relative to other treatments including novel mechanism of actions and other established agents
Assess the impact of new data on willingness to pay
Explore indication sequencing opportunities
Quantify the effect of EM only indication versus of CM and EM indication and made recommendations on impact of this for launch scenarios and pricing
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