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USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
BACKGROUND
CHALLENGE
IMPACT
The Client, a leading bio-drug manufacturer, has expertise in treatment of secondary hyperparathyroidism (HPT II) in dialyzed patients with end stage chronic renal failure disease. Several traditional and biotechnology pharmaceutical laboratories are targeting this recognized high potential market, creating turf competition among drug manufacturers.
The Client wanted to more accurately define the current prescription habits including drivers and barriers. The goal was to understand the care process for HPT II patients, from diagnosis to treatment, and then validate and quantify the clinical pathway branches. The project also intended to identify the various choice criteria for product selection, validating if those criteria would vary based on the therapeutic option selected.
SOLUTIONThe MarkeTech Group (TMTG) recommended a combination of qualitative and quantitative methodologies to both understand and quantify the patient clinical pathway. In Phase I, TMTG conducted a preliminary qualitative phase, composed of a pilot session including 5 In-Depth Interviews (IDIs) followed by 15 Tele-IDIs with Nephrologists to gain a deeper understanding of prescription habits. In Phase II, a quantitative web survey was designed and fielded to 60 potential prescribers’ to quantify the various clinical pathway branches defined in the first phase.
The study results provided the Client with a greater understanding of the “how’s” and “why’s” for physicians’ prescription. The study helped define and quantify the patient clinical pathway, enabling relevant modification of commercial messaging to be used by sales forces.
The study also enabled the client to leverage its expertise of the patient pathology to re-position its product higher up in the clinical pathway and therefore increase sales.
EUROPE / FRANCE3 rue Emile Péhant
44000 NantesFrance
Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
South AmericaEurope
Qualitative ResearchStrategic Consulting
Quantitative
Asia
PROFILECLIENT TYPE
PROJECT CATEGORY
PRODUCT CREATION
LAUNCH PREPARATION
Medical DeviceMedical Imaging
Medical DiagnosticsMedical IT/eHealth
BiotechnologiesPharmaceuticals
Technology AssessmentOpportunity Analysis
Customer and Product RequirementsProduct Concept Testing
Segmentation AnalysisBrand Positioning
Packaging and Materials Testing
Go to Market PlanningPricing
PRODUCT MONITORINGCustomer Satisfaction and Loyalty
Post Launch Acceptance
MARKET RESEARCH AND PLANNINGCustom Market Analysis
Market Mix Analysis
Endocrinology ClinicalPathway Analysis
TECHNOLOGY GO / NO GO
North America