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 helped our client maximise uptake and fine-tune the marketing strategy for their vaccine product in China
The challenge:Our client’s vaccine to protect against a condition prevalent in older adults had recently launched and secondary research was required to enable them to understand more about their target healthcare consumer and attitudes to health, well-being and vaccination. They needed to build a complete picture of how consumers are influenced, such as whether they are more influenced by HCP advice or online forums and…read more »How we helped our client identify where to play and how to win for their hospital product in India
The challenge:Our client has a hospital care portfolio which is marketed globally. Despite a low per capita use of the product in India, the annual growth rate of usage is among the highest in the world. It was therefore critical for our client to understand which channels they should focus on (where to play) and what points of differentiation would enable them to gain market…read more »How we uncovered unmet needs using social media listening
The challenge: Our client wanted to further their understanding of the impacts a long-term rare skin condition can have on patients by exploring the patient journey. Market research was required to identify opportunities for improving the patient experience and inform the brand strategy for their product. The solution: We began by conducting exploratory research using social media listening to review the online commentary and get…read more »