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Our client's brand was under pressure from in-class agents. They needed to know how to retain existing patients and gain new ones. To do that, they needed to know how prescribers and patients were discussing their brand - or switching off it entirely.
A number of market research agencies were asked to recommend the best approach to understanding a specific sub-group of patients. We suggested a multi-module approach of both qualitative and quantitative researched, backed by Design Thinking methodologies. We were delighted to be awarded the project
We carried out three modules of research - a Client Workshop, Extreme User interviews (‘Extreme Users’ are HCPs who are on either extreme of the broad mainstream in prescribing habits), and real Patient Record Observations.
Our client gained a clear understanding about how to re-position their brand and communicate the benefits to a specific sub-group of patients. We also provided insights into the precise reasons prescribers were switching on or off their brand so our client could plan their next strategic moves.