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 determine the next groundbreaking development in a hard-to-treat respiratory disease
The challengeOur client wanted to understand the current management in a complex therapy area, as treatment regimens require a combination of multiple drugs. Furthermore, the disease is most prevalent in emerging, hard-to-access markets. Understanding of drugs and treatment regimen preferences were required to help gauge likely success of the client’s new formulation in development, which would be part of a new regimen paradigm. As well…read more »How we used WhatsApp and projective exercises to capture deep emotional insights into people living with HIV in South Africa
The challengeOur client wanted to identify and profile different segments of people living with HIV in order to understand key barriers and leverage points and ensure future engagement with their pharmaceutical portfolio. To achieve this, we needed to conduct an in-depth exploration of attitudes and behaviours of people living with HIV. However, stigma surrounding HIV in South Africa meant that respondents may have been unwilling…read more »How 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 »