Case Study 2
Research helps drug move from pre-launch to blockbuster status in a crowded market
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:
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:
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.
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.