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Case 1:  Current Treatments and Best Opportunities
        
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Case 3:  Competitive Landscape of Usage Tracking
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         of a drug for a target condition

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Case Study 2
 

Research helps drug move from pre-launch to blockbuster status in a crowded market
 

Situation:
At the beginning of this research, a client company was developing a drug that would be an early entrant of a new class of drugs into a large and complex market composed of many existing and forthcoming treatment options. The brand team realized that it had only one chance to launch the drug on the right track to navigate successfully through a landscape of awaiting fierce competition. To accomplish this task, the team asked our scientists to help it:

  • understand the market;
  • determine the potential size of the market from an epidemiology basis, including incidence or prevalence;
  • understand the competitive set, both current and future;
  • uncover pricing and reimbursement challenges;
  • uncover the unmet needs, both surface and latent;
  • ascertain how target physicians think about/classify/diagnose patients;
  • determine where target drug would play within the treatment paradigm and therapeutic category;
  • identify key hurdles that needed to be overcome to optimize return on investment;
  • determine best product differentiation and positioning for the short run;
  • enhance pre-launch forecasting;
  • gain insights required to set a long-term strategy for the client’s soon-to-be launched drug.

  

Solution:
During the prelaunch phase, we conducted in-depth, face-to-face interviews with physicians from target specialties and focus groups with patients who were diagnosed with the target condition. This qualitative research was designed to glean insights into important market elements that should be quantified through an ATU study and a patient-records study. During the first post-launch year, we conducted a fact-based, patient-records physician-propensity segmentation study to:

  • identify the major physician segments in the market;
  • quantify the relative size of each major segment;
  • determine the major drivers for each major segment.

   

Our scientists also conducted an ATU study and a patient-record/treating physician study annually to measure and track marketing and promotions effectiveness and to provide a solid basis for product forecasts.   

 

Results:

Our fact-based research played a central role in guiding the drug’s rise to superstar status. The prelaunch research accomplished all of the above objectives, providing the understanding and insights to enable the target drug to meet the brand team’s rosy sales forecasts for the immediate post-launch period. During the first post-launch year, we designed and the client implemented a New Drug Adoption (NDA) segmentation system that helped differentiate the target drug from its competition and enabled the drug to turn a potential side-effect liability into a desired outcome for certain physician and patient segments. 

 

Our team and the brand team worked closely to leverage the annual research findings into actionable and effective strategies, resulting in a product that maintained a high level of financial contribution to the company for many years.