Case Study
Central Nervous System (CNS)
We specialize in CNS market research by assessing the unmet needs of neurological treatments and providing critical insights into patient management, product potential, and treatment algorithms. Our services help identify barriers and drivers for CNS therapies, with actionable recommendations for stakeholders involved in managing neurological disorders. We provide a comprehensive view that informs clinical and commercial strategies in the CNS space.
Brand Equity Research and Price sensitivity/elasticity investigation
Objective of the Study
Understand key metrics related to brand awareness, recognition, perception, brand equity, standard of care, prescription decision and communication strategy in the area of Epilepsy
Measure price sensitivity/elasticity.
Methodology
METHODOLOGY
Step 1: Quant survey to address the closed questions among all targets
Step 2: Qualitative approach among Neurologists and Epileptologists only: follow-up calls to better understand perceptions and behaviors declared in step1
GEOGRAPHICAL SCOPE:
Spain, France and Germany
SAMPLE
Step 1: 50 Neurologists/ Epileptologists, 50 GPs and 50 Pharmacists per country
Step 2: 30 Neurologists/ Epileptologists per country
TARGET DETAILS
Neurologists or Epileptologists; General Medicine Practitioners and Pharmacists.
LOI: 35 min for Quant CAWI survey, 30 min for follow up Qual interviews
MAIN RESULTS
Performed brand equity analysis complete with an investigation of main KPIs brand awareness, perceptions, recognition, match with core messages of the product, brand Image vs main competitors
Investigated the competitive landscape, Reference stakeholders/ societies/ guidelines followed for update/ reference
Analysed patient compliance / adherence to the prescribed treatment
Explored the key communication requirements in this area and the standard of care advantages for this specific segment
Pricing elasticity exercise (economic/ acceptable/ expensive price/ value for money and percentage of price associated with each price category).
KEY TAKE-AWAY
Provided in-depth understanding of the client’s brand equity, USPs and competitive landscape to be considered and recommendations regrading price sensitivity involving the brand penetration and challenges.
Due Diligence Research
Objective of the Study
Define the launch strategy for a new hereditary ATTR (hATTR) Amyloidosis (neuropathy) treatment.
Methodology
GEOGRAPHICAL SCOPE:
France
METHODOLOGY:
1.Desk research
- Open source analysis, Social Networks analysis, etc
- Qualitative
- In-Depth Individual Interviews by phone
- 5 KOLs
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2 patient associations
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2 regulatory stakeholders
MAIN RESULTS
Assessed the overall market:
Identified the major stakeholders, the influencers, their attitudes and their interactions.
Investigated the reference centers and the patient flow.
Evaluated the awareness regarding the pathology and its diagnosis.
Determined the ideal ”go to market” strategy: Pre-launch activities (sales, marketing, tools, website), price strategy, communication strategy, product offering and activities with patients groups.
Identified the key factor of success for the launch: Key congress to target, ideal HR organization to boost sales, market access strategy to adopt.
KEY TAKE-AWAY
Identified the differences between targets in terms of perception and prescription of product X.
Highlighted gaps between client’s expectations and physicians’ perceptions and behaviors.
Provided actionable recommendations to implement in order to ensure a successful communication campaign among targeted physicians.