Pharma brand launch and post-launch marketing
Our insights and recommendations will give you the confidence to make the right strategic decisions to leverage the opportunities for your launched pharma brand
Once the pharmaceutical brand is launched, the marketing focus is on continually monitoring and maximising its performance across territories. Marketing teams need to understand what impact their campaigns are having on sales, what messages are resonating with stakeholders, brand perception, awareness and usage. Key questions at this stage include:
- What is our market share?
- What messages are being remembered by physicians?
- How is my advertising campaign performing?
- How is my pharmaceutical brand perceived by patients?
- What around-the-pill patient support can we provide?
- What are the barriers to take-up?
- What are the opportunities for line extensions?
- What impact will a competitor entrant have on my pharma brand?
Our custom pharmaceutical market research offerings include:
- Usage and awareness tracking
- Message recall
- Advertising tracking
- Line / brand extension research
- Patient experiential research
- Evaluation of generic attack
- Post-positioning and launch research
- How KPIs for a newly launched brand were effectively tracked in 25 global markets
The challenge:With the imminent expected approval and launch of a new product, our client needed to conduct global tracking research to understand knowledge, perceptions, awareness and recall around their product and the quality of sales rep visits. Given the rapidly changing and ever-expanding range of competitor products, it was also important to gauge perceptions and awareness around the current and future competitive set. The solution:We…read more »How we supported the integration of a new specialty pharmacy product into physician offices
The situationOur client was launching a novel device and needed to understand the potential drivers and barriers to practice integration. The client requested a detailed journey map, identifying areas of challenge or gaps from different clinical, as well as administrative and purchasing perspectives The solutionWe conducted in-office ethnographies. The practice owner physician, nurse and office/support staff participated from each office in an hour-long meeting. The…read more »How integrated insights supported a biologic launch strategy across multiple indications
The challengeOur client is launching a new biologic in immunology across several indications and needed to understand the market, including the patient pool, treatment landscape, potential uptake and reimbursement as well the pricing opportunity. They wanted to use the insights to develop the optimal launch strategy across 12 markets and across indications, and also support the local market access teams by conducting a mock negotiation…read more »How a hybrid approach delivered fast insights to feed into an oncology product’s adoption strategy
The challengeOur client wanted to quantify how ovarian cancer patients are managed prior to product launch, but also needed to understand why patients do or do not receive key diagnostic tests or therapies. Time constraints limited the ability for a full qualitative phase. The solution We…read more »
- Some example case studiesHow we conducted conference research to understand physician reactions to abstracts presented in a virtual setting
Our client had planned to present new scientific data from its growing oncology portfolio and research pipeline at the Annual Meeting of The American Society of Clinical Oncology (ASCO).read more »How we supported forecasting for a new vaccine by identifying the optimal pricing strategy
The challengeOur client was looking to identify the price point that would maximise revenue from their new vaccine across 8 emerging markets in Latin America and Asia Pacific, as well as establish long-term projections for their forecasting model. In parallel, they needed to ensure widespread and rapid market penetration of the vaccine, taking into account factors such as consumer socio-economic group, age and household composition.…read more »How we conducted rare disease patient research during the COVID-19 lockdown in China
The challengeOur client needed to conduct a small number of qualitative interviews in China with patients diagnosed with a rare condition which affects children and young adults. The results of the survey were time critical as they were needed to inform a protocol being published in 30 working days. We faced two key challenges, firstly to find, screen and recruit diagnosed patients with a prevalence…read more »