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Pharmaceutical Market Research

Target Your Marketing and Sales Messages for Key Market Segments

Our client needed to breathe new life into the marketing program for a mature product. Research America conducted a large-scale segmentation study that combined prior qualitative results with new attitudinal research and analysis of several years of prescribing and managed care data. We discovered clearly defined, actionable, identifiable market segments. Using an innovative analytical technique, we identified the bundle of marketing messages that have the strongest appeal for "micro-segments" within these groups. Our integrated segmentation approach ensured that segments differed dramatically in their attitudes, perceptions, and needs, while providing the linkage to objective background characteristics needed for effective targeting. After employing our results, sales of the product once again began to increase.

Our client's hospital product used a new technology and winning the approval of Early Adopters would be crucial to a successful launch. We combined analysis of hospital claims data, survey research among hospital physicians, choice modeling among hospital and managed care formulary managers, as well as secondary data on the hospitals where the physicians practiced most often, to segment physicians and hospitals into early and later adopters. This allowed us to identify those most likely to be early, heavy users of their new product. Careful targeting allowed the client to focus scarce marketing resources on the vanguard of its early adopters to ensure a successful product launch.

Our client needed to establish the value proposition of a new drug-device with payers, including health plans and Pharmacy Benefits Managers (PBMs). We were able to conduct 32 interviews in 10 days with formulary decision makers. Our goal was to establish both a payer value prop, plus the messaging for use by Account Directors. A review of the 8 largest plans and the 2 major PBMs show the drug is included on all 10 formularies, some even in tier 2. Our client was able to achieve this level of access without major rebating.

One key medical specialty had consistently underused our client's blockbuster drug since its launch. We integrated five years of the client's past primary research with secondary prescribing data and historical records of sampling, detailing, DTC advertising, and other professional promotion to pinpoint the reasons for the suppressed product usage, and we recommended strategies and tactics to improve sales response.

Our client wanted an independent, market-based perspective of a pre-clinical compound to inform trial design, estimate commercial potential and inform licensing negotiations. We conducted custom, qualitative interviews with key opinion leaders in the US and EU to explore unmet needs and a target profile of our client’s compound (e.g., endpoints, deltas that would be meaningful vs. exciting, potential swing factors and tradeoffs), used desk research (e.g., association guidelines, epidemiology literature, competitor intelligence, etc.) to develop a market landscape portrait (e.g., treatment patterns, patient types, emerging therapies, etc.), conducted a subsequent quantitative demand survey with practitioners, and modeled early forecast scenarios for our client’s compound. The findings illuminated key deltas needed for commercial success and potential tradeoffs between efficacy levels and side effect profiles, and provided both a compelling empirical narrative for the compound’s commercial potential and a solid grounding for entering out-licensing negotiations.

Managed Care Market Research is at the core of Research America’s strength; conducting primary qualitative research through advisory boards, focus groups and in-depth interviews.

Research America Pharmaceutical Market Research offers a cost effective and timely deliverable which is a concise, strategic, tactical consulting report describing the reimbursement environment and product specific factors in your marketplace.