Developing a pharmaceutical brand
Our insights and recommendations will give you the confidence to make the right strategic decisions as you develop the pharma brand
As the product nears launch, focus will turn to developing the product offering into a brand with its key benefits clearly defined and differentiated from competitors. Marketing will need to develop strategies for aspects of the brand such as pricing, positioning, promotion and packaging. Promotion is an important area with very specific challenges. Key questions which need to be answered at this stage include:
- What is the optimum product profile and formulation for this pharma brand?
- What is the optimum price for this pharma brand?
- How should this drug or product best be positioned in the marketplace?
- What key messages do we need to highlight with stakeholders such as payers, physicians, patients, etc?
- What should the pharma brand identity be – name, visuals, logo, packaging etc?
- How should we further segment the market?
- What communications should we use and what channels?
- What are the patients’ unmet needs?
- What is the likely demand / take-up of this new product?
- What is the competitive landscape?
Our custom pharmaceutical market research offerings include:
- TPP testing and demand assessments
- Pricing research
- Communications, concept and message testing
- Physician and Patient segmentation
- Patient research
- Competitor research
- How we helped track and evaluate conference performance over time across multiple international events
Our client planned to have a significant presence at key global conferences over the course of a year. Find out how we effectively monitored perceptions of their brand across different regions over time.read more »How conference research was used to gauge reactions to new clinical data and measure the impact of a company’s presence at a leading industry event
The challengeOur client had recently conducted a series of clinical trials with its breakthrough cardiovascular product, resulting in outcomes data which had the potential to give it a more competitive edge and successfully differentiate it against their closest competitor. Communication strategies and marketing messages were to be crafted using the outcomes data which our client planned to launch at the European Society of Cardiology (ESC)…read more »How wargaming was used to understand the likely future HCV landscape and give strategies for brand success
The challengeOur client had a product ready for launch in the HCV landscape. A number of new competitor products were expected to alter the market dynamics. Given the stage of development of both our client’s product and the competitors, a number of different scenarios could have played out. Consequently, the company wanted to conduct research in order to feed into strategy development for their product.…read more »How a two-phase evaluation involving interactive workshops gave guidance for improving a Patient Assistance Programme in CV
The challengeOur client had launched a self-injection treatment for cardiovascular conditions and were creating an accompanying Patient Assistance Programme (PAP) to educate patients in the use and uptake of this product. The client wanted to understand how successful the PAP was at meeting the needs of patients, trainers and prescribers, and whether it positively differentiated them from competitors. They wanted to evaluate each individual component…read more »
- Some example case studiesHow we helped to enrich the understanding of value message trade-off choices made by payers in the psoriasis market
The challenge:our client’s global market access team was preparing value message themes and statements for their new Psoriasis treatment. In order to help prepare them for a successful competitive launch, research was required to better understand the strength and resonance of those statements and themes with payers and to identify the best language and prioritisation for each payer archetype. The solution:We began by reviewing secondary…read more »How we conducted ethnography research to enhance new product development
The challengeThe majority of stoma patients in developing emerging markets such as India and Indonesia use external bags that are domestically manufactured or imported. We conducted research which gave internal stakeholders the necessary direction for developing a new product concept. The solutionEthnography research in the form of participant observations was conducted with 10 patients in each market who had a permanent colostomy procedure. The ethnography…read more »How we used ethnography to capture behavioural insights
The challengeHaemophilia A & B markets are highly competitive and cluttered where HCPs and patients perceive similar efficacy and safety across available products. Our client wanted to inform the design of an improved infusion device to differentiate and deliver a better experience. The challenge was to identify deeper insights from behavioural observation (beyond claimed/ stated experience) to differentiate user experience across various devices and identify…read more »