Case Study
Brand Equity
Objective of the Study
Provide in-depth understanding into HCP’s perceptions regarding the therapeutic approaches for an ultra-rare disease with a deep dive focusing on performance and positioning of the client’s products within the therapeutic landscape.
Methodology
GEOGRAPHICAL SCOPE: Germany and Italy
METHODOLOGY:
Qualitative phase: deep dive interviews with a selection of respondents including HCPs actively managing patients with this ultra-rare disease, PAG representatives, KOLs and members of the client’s team.
Quantitative phase: Mix Mode interviews with a selection of respondents including HCPs actively managing patients with this ultra-rare disease.
TARGET DETAILS:
Quantitative phase – total of 2 KOLs, 12 HCPs, 2 PAGs, 1 KOL (regional metabolic expert) per country.
6 HCPs per country covering relevant medical specialties like Paediatricians with medical specialty in nutritional sciences, Neonatology, Metabolic diseases, Neurology, etc.
1 PAG representative per country.
8 Members of the client’s team (Marketing, Medical and Sales department).
Qualitative phase – total of 21 HPCs:
10 to 11 HCPs per country, covering relevant medical specialties: Metabolic Expert, Neurologist, Pediatrician, ENT Specialist, etc.
LOI:
Qualitative IDIs: 60 min, Quantitative Mix mode IDIs 25 min.
MAIN RESULTS
Gathered input from all relevant client stakeholders about the current positioning of the client’s treatment and analyzed both the internal challenges and how they overlap with HCPs’ perception of treatment performance.
Explored the patient journey, stakeholders involved, roadblocks, and opportunity areas.
Provided a thorough understanding of drivers and barriers in the prescription decision, current available therapeutic options and the performance of the client’s treatment within this environment.
Analysed the profile of patients and HCPs according to disease management approach, preferred therapeutical options and envisaged therapeutic objective
KEY TAKE-AWAY
Analysed the current market context to highlight the position of the client’s treatment and explored future growth opportunities.
Provided actionable recommendations on how to improve communication and optimize the marketing strategy, with the main points of focus for the communication strategy as well as the topics that would be less impactful.
