Case Study
Infectious diseases
Our infectious disease research services focus on understanding the evolving needs in managing diseases like HIV, hepatitis, and other viral infections. We offer insights into patient management, treatment preferences, and competitive positioning. Through rigorous market analysis, we help clients navigate the challenges of infectious diseases, ensuring their products are effectively positioned for maximum impact.
Market potential of a new offer (HIV)
Objective of the Study
Evaluate the potential of a new antiretroviral therapy.
Methodology
METHODOLOGY
A mixed-mode survey: CATI and CAWI, with telephone recruitment
GEOGRAPHICAL SCOPE: France
SAMPLE
56 doctors who treat HIV patients
333 patient cases – description of pre-treated HIV patients seen in the last 6 months
Description of 6 relevant types of patients
Presentation of the new offer (via a product profile)
Considering that the new offer was available on the market, the doctor indicates if he would have prescribed it for each of the 6 patient cases described before.
LOI = 40 minutes
MAIN RESULTS
Assessed current HIV patient management by:
Identifying the actual Algorithm of treatment (biotherapy & tritherapy).
Quantifying the potential of the current offers (SWOT) and the preferences of doctors.
Quantified the market potential of the new antiretroviral offer (spontaneously and via patient cases) by exploring the treatments that would lose market share in favour of the new treatment (gain and loss).
Identified and presented the profiles of patients eligible / non eligible to the new treatment.
Determined the place and potential of the new treatment among the current algorithm.
KEY TAKE-AWAY
Provided a clear understanding of the potential of the new antiretroviral therapy through:
The SWOT of his new antiretroviral offer and its positioning in the market.
The estimation of market potential.
Communication Evaluation for a new offer (HIV)
Objective of the Study
Optimize the future communication campaign: evaluate attitudes towards the new strategy of the company, explore and rank the different concepts, identify the most impactful concepts, identify the best communication to impact the target.
Methodology
METHODOLOGY
Face to face in-depth interviews in facility.
GEOGRAPHICAL SCOPE: France
SAMPLE
13 doctors specialized in HIV, split into profiles: early adopters & interested in bi-therapy
LOI = 60 minutes
MAIN RESULTS
Explored the benefits & risks of the proposed strategy.
Provided understanding of the rational and emotional perceptions of HCP regarding each proposal (claim, title & baseline) by:
Identifying the positive and the negative impact of each proposal.
Exploring the wordings to favour / to avoid for communicating on the new antiretroviral.
Investigated the combination of claim, title & baseline that would be the most effective communication strategy for the new antiretroviral therapy, based on the preferences of investigated target and the alignment with client’s brand.
KEY TAKE-AWAY
Explored and identified the key features / wordings to highlight in the new antiretroviral campaign for optimum impact.