Case Studies Case Study: Customer Portrait With a product under development for osteoporosis, a leading pharmaceutical company wanted to better understanding of market it would be entering. Specifically, the pharma company wanted to understand the patient segments for osteoporosis market and what both diagnosed and undiagnosed customers understand about osteoporosis, what they are discussing with their physicians and any concerns they have about medication treatment and long-term consequences of living with the disease.
Case studies A 3-stage segmentation analysis for understanding physician behaviour Side effect concerns have a major effect on treatment for HCV, negatively impacting the ability to initiate interferon IFN therapy or to maintain the optimal IFN dosing.
Our client has a product to treat a specific side effect, and as IFN-free regimens are on the horizon, there is only a short window of opportunity to market the product.
As such the most effective and efficient communication should highly targeted to customer needs. A segmentation was needed to inform targeting and campaign development. A total of quantitative online interviews were conducted physicians treating HCV in Europe.
Segmentation analysis was then carried out in 3 stages: Guidelines into account when determining behavioural intent.
Latent class analysis to identify clusters within the TPB framework — for example, additional attitudes or behaviours that define each segment. And thirdly we used 3.
Discriminant analysis to identify key questions that can be built into an actionable typing tool for use by the sales team. The TPB framework meant we were able to identify what factors influenced intent to use the brand for each segment, and so provide insight into how the communication strategy should be tailored by segment.
We also created a decision tree typing tool with straightforward questions that would enable a sales rep to identify which segment the physician would fall into.
Sign up to receive Rapport Rapport is our e-newsletter and online resource for sharing our expertise and experience in global healthcare market research.These case studies have been generated with the help of the company using SIMATIC IT Preactor APS as well as the solution provider.
Many of these applications have won international recognition and awards. The recent rise of specialty pharma is attributed to its flexible, versatile, and open business model while the traditional big pharma is facing a challenging time with patent cliff, generic threat, and low research and development (R&D) productivity.
Vacancy for Junior Research Fellow, Senior Research Fellow at NIAB Post Graduate Degree in Life Sciences (Biotechnology, Biochemistry, Microbiology, Etc.) or Post Graduate degree in professional courses (M. Tech in Life Sciences, M. VSc. Etc.). Patients and physicians (and the rest of the world) have embraced digital tools for learning and connecting with one another; the pharmaceutical industry’s commercial and marketing strategies need to follow.
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