Case study: How we identified the optimal strategy for uptake of a plasma derived product across multiple emerging markets

The challenge
Our client wanted to understand the market landscape in order to optimise uptake of plasma derived products in certain emerging markets. The research needed to identify prescribing decision makers, quantify the market size and understand the key drivers and barriers to use to support development of a market strategy.

The solution
We conducted two phases of research in order to provide a complete understanding of the set business objective. In the definition phase, we conducted 23 short IDIs with a mix of industry experts involved in decision making and policies around use of plasma derived products in Angola, Bangladesh, Indonesia, Philippines, Poland and Turkey. We gathered initial insights regarding the current market situation, in order to develop materials and confirm target sample for the main phase of the research.

In the main phase, we conducted 64 60-minute IDIs with a range of stakeholders treating relevant patients. This stage allowed us to delve deeper into the market landscape, get a better understanding of the patient journey to interrogate reasons why some at risk patients do not receive plasma derived products and how to overcome these barriers.

The outcomes
The results of the research were integral in supporting the development of a go-to market strategy for our client. We were able to feed back where in the patient journey the gaps in use of plasma derived products are and uncover hooks around brand choice and mode of administration in order to maximise opportunities for their product, also against competitors. Furthermore, we provided key challenges and opportunities in each market, potential market size, and market specific recommendations in order to maximise uptake.