Client description: Multinational pharmaceutical company

Practice area: Market Research and Analysis; Strategic Positioning and Planning

Geographic scope: US

Industries involved: Healthcare, pharmaceuticals

Services applied: Customer satisfaction; Voice of the Customer

Business challenge: For each wave of research (a given new drug), the client was interested in testing several new programs to support physician interest in and preference for prescribing the new drug. The studies captured physician interest in and use of current programs, communications, and information (offered by client and competitors), as well as interest in and expected use of several new programs that the client was considering. This was further broken down to include physician interest level by partner company, mode of delivery, associated support, etc. for a given program.

Methodologies: Qualitative IDIs with physicians

The result: The client was able to identify which client sponsored programs, including specific components of these programs, were likely to be utilized as well as those not likely to be utilized by physicians. The client could then craft programs that would be regarded as useful to physicians while encouraging physician preference for the new drug.