Informing strategy for new immunology treatment launch
Our client was developing a new treatment for a range of chronic immunological conditions. Rheumatoid arthritis (RA) was a key indication and commercial opportunity.
RA is a highly competitive therapeutic area dominated by Humira and other infusion therapies, with a crowded pipeline of treatments in development. Our client was in phase III trials for an oral treatment that was likely to be third to market. As part of strategic planning, our client needed to build a comprehensive understanding of the rheumatologists who would use their product. Specifically, the goal was to identify the institutional, practice, attitudinal and behavioural characteristics that correlated with product interest and use in their target patient types.
We delivered a phased, multi-disciplinary programme consisting of exploratory qualitative research, an interim workshop to consolidate insights, validation via quantitative research, a consultative deep dive based on the research outcomes, and workshopping next steps for the brand.
Our qualitative research helped to establish key parameters for treatment decision-making - identifying institutional drivers, attitudinal orientations, and treatment algorithm characteristics that differentiated rheumatologists. We then validated and quantified these characteristics and used key driver analysis to separate HCPs into two initial segments: believers and sceptics. We profiled physicians based on their orientation to new treatments and the client’s product, then worked with the client team to align on the most actionable behavioural triggers that could be incorporated into their promotional and sales planning.
Our recommendations directly informed our client’s physician promotional strategy and sales tactics – in particular, enabling them to target those HCPs who are most receptive to their treatment, with the most effective messaging.