Accurately positioning a treatment requires extensive pharma, healthcare and HCP market research
Providers of healthcare solutions have every interest to ensure that new solutions, once they have secured market access, are leveraged to their full potential.
Most specialised medicines require advanced technology and more expensive R&D (IQVIA 2024).
Of all treatments in the clinical study phase, only a limited proportion are approved for reimbursement (only 10% according to Sun et al. 2022).
Treatments for rare diseases and mutations have a limited target group.
Access to the Commercial Healthcare Market: desired results
Once treatments have been approved, they must be precisely positioned so that specialist HCPs can quickly apply them in situations where the treatment has clear patient benefits and competitive advantages. This is where pharma, healthcare and HCP market research comes in.
Among others, our previous research had led to succesful access by:
- maintaining the focus on a treatment’s effectiveness by proactively anticipating an managing secondary effects.
- differentiating a treatment by highlighting its unique patient benefit over its “technical” advantages.
- translating the learning from a clinical trial into a best practice patient monitoring process.
Consult our blog “Three phases of a commercial pharma market access strategy”
Case Study
In our case study Lung Cancer – Insights into Medial Practice and Treatment Positioning, we showcase just how important market research is to successfully positioning a new treatment, both before and after the launch. It reveals the drivers and barriers experienced by HCPs and patients to continue, interrupt, or stop the treatment. With that information, improvements can be made to the marketing and communication strategy.
