Tracking in-market performance of neuroscience treatment
Our client was marketing an established in-market treatment for a neuroscience condition. The only indicated treatment available, many HCPs nonetheless used other treatments off-label to try to manage symptoms.
After fielding an ATU tracking study for several years, our client wanted to refresh their approach, to realign to core business and insights goals.
Specifically, they needed to better understand physician knowledge and orientation towards a somewhat mysterious condition, decision drivers for using the client’s product vs. other options for key patient types, and potential levers to increase the rate of adoption, which was below target.
We used a blended methodology to transition the client’s ATU tracking study to a new partner, using a range of approaches to enhance the value of the insights and tie them more closely to business goals.
First, we carried out a data distillery, or insights audit. This involved synthesising our client’s prior ATUs, secondary prescribing data, and other primary research to help inform the design of the new ATU study.
We then conducted tracking research with target HCPs in two settings, geared towards understanding how to tackle our client’s key challenge – increasing adoption rates among HCPs.
We also completed a driver analysis, to pinpoint the key attitudinal and behavioural variables that were most predictive of product uptake.
Our final ATU study design was deliberately iterative, to ensure each wave of analysis would reflect key priorities and the impact of key marketing initiatives.
Now in our third wave of reporting, our insights have already helped our client to identify levers to inform their promotional and sales strategy.
We have also expanded our collaboration. To inform strategic brand planning, we provide insight-led advice on emerging market trends and priorities, drawing on findings from the ATU tracker and beyond.