Case Study
HEMATOLOGY
In hematology, we assist clients by evaluating key therapies for blood disorders, focusing on patient pathways, treatment efficacy, and physician prescribing behavior. Our deep understanding of the hematology market allows us to offer tailored solutions that highlight new product opportunities and enhance competitive positioning. By engaging with key opinion leaders and stakeholders, we provide insights that drive market access and product adoption.
Concept Test
Objective of the Study
Explore HCPs’ reactions to drafts of unbranded concept campaigns – which concept motivates physicians to treat longer with a PI and avoid de–escalation of therapy or stopping it altogether.
Methodology
METHODOLOGY
In-depth interviews with hematologists and oncologists that were typed into 4 segments
GEOGRAPHICAL SCOPE: USA, France, Germany,
UK, Italy, Mexico, Japan
SAMPLE
66 Oncologists and Hematologists that treat multiple myeloma
LOI = 60 minutes
MAIN RESULTS
Provided insight into physicians’ overall requirements like the need to have a clear message that does not involve complex interpretation, therefore a clear link between the visual and the concept is necessary.
Investigated key aspects like the need for concepts to be reinforced with good behaviour rather than bad practice, the need for visuals to be made in familiar and relatable ways and the physicians’ preference for a close link with the pathology.
Ranked the concepts according to key metrics like: links with the need to continue the treatment, fit between visual and text, message clarity and relevance, objective communicated and the ability to motivate physicians to learn more or enhance thinking about PIs.