Maintaining momentum and mastering market challenges.
In a dynamic and competitive environment, it is critical to recognize issues and anticipate market changes early on. That is why we help our clients understand current perceptions and behaviours, identify any incongruence with product positioning and provide insights to leverage new opportunities or combat new challenges.
Here are a few examples of business issues we look into:
Healthcare is typically not as fast-paced as consumer goods; however, ongoing user feedback is an essential part of keeping a brand ‘healthy’ over time. By recognising market changes, companies can react accordingly to stay ahead of the competition.
Our client had launched an innovative oncology product for a solid tumor and faced competition from several similar therapeutic approaches. The main objective was to track product perception and usage as well as that of key competitors to optimize marketing and sales activities.
To capture changes over time, a quantitative approach was employed. The questionnaire length and structure were designed to generate comprehensive and in-depth insights. By only interviewing our client’s target physicians, acceptance of the results among internal client stakeholders could be maximized to encourage uniform and successful implementation of changes.
During each survey wave, the analysis of the results was aligned with the client’s marketing goals. Benchmarks and KPIs were defined in advance to enable easy measurement of success rates and quickly identify any weaknesses. By triangulating various data points and using multivariate analysis, we uncovered drivers and barriers to market success, which provided concrete input for optimizing the client’s communication and sales strategy.
Research and development pipelines and asset portfolios are vital for healthcare companies. However, the commercial product portfolio and how it is presented can be just as important – its impact on company perception should not be neglected.
An international pharmaceutical company was aiming to unify several different products under a new umbrella brand after merging with a local leading competitor in Germany. The new umbrella brand would aim to leverage the positive image of the existing, well-established product brands while bundling competing product categories into a single portfolio.
To capture reactions to this unified portfolio and identify potential reasons it could be rejected, focus groups with different specialties were conducted. The groups explored how different manufacturers in the product categories were seen and where the different individual products were currently positioned in prescribers’ minds.
Only a small share of HCPs rejected the idea that one company would offer competing products in their portfolio. We were able to give the company the ‘green light’ for introducing their comprehensive portfolio and umbrella brand as planned. Furthermore, outlining clear-cut product differentiators helped alleviate the impression of competition.
Through competition and loss of exclusivity, brands face ongoing challenges in retaining market share and upholding prescribers’ value perception. Strategies to maintain and develop positioning long-term are essential.
A manufacturer of a market leading Rx product identified clinical differences between originator and generic versions of drugs in their molecule class. In the face of LoE (Loss of Exclusivity), our client wanted to understand to what extent this information could impact physicians’ perception of originator and generic drug versions.
In-depth explorative interviews and workshops were conducted across 7 countries with 9 physician target groups. Projective psychological techniques and constellations – in which physicians embodied relevant drugs – were used to reach implicit brand and class perceptions, both based on current knowledge and after understanding data on new developments.
We were able to deliver clear guidance on the potential impact of changing the drug class paradigm on prescription behaviour. Furthermore, we could give guidance on implications for our client’s image as well as the commutation challenges for different target groups. This allowed our client to tailor their campaign rollout and refine communication.