Context
Every medical treatment is evaluated extensively through clinical studies. Based on this, established guidelines determine when (“which line”) and how a treatment can be used for a specific condition. Pharmaceutical companies also communicate with doctors about the “correct” use of their treatments and/or medicines.
When launching a new drug, a pharmaceutical company sought insights — as realistic as possible — into medical practice:
To what extent do doctors use the (new) drug in different situations as intended? Notably, in terms of dosage, follow-up, and lead time, where are the gaps and why?
Approach
Optigage developed a “case-based study” as close to medical practice as possible: in particular, the considerations made and the decisions taken.
In this survey format, recognisable, realistic, and current patient cases were presented to doctors. They were asked about their treatment choices and probed regarding any adjustments due to variables on the patient side, such as age, symptoms, side effects, as well as expectations of patients and their loved ones.
Results
This research provided the client with further understanding:
- Perspectives for positioning the treatment more clearly and distinctively toward doctors.
- Insights into the needs of the treatment landscape and the context in which doctors use a treatment. What are the drivers and barriers to continue, interrupt, or stop a treatment?
- Points for attention and actions to improve marketing strategy focused on patients and to enhance communication tools; for example, clarification regarding administration, follow-up, and proactive treatment of side effects.
A similar method, with the same objectives, has now been successfully applied in various disease or treatment areas, including niche conditions where rapid referral to specialist centres is critical.
Market Access
Our ‘Market Access’ services provide more insight into how to position a new treatment so that HCPs can quickly and appropriately apply it.
