Case study –
Reconceptualizing global ATUs as a Giving Tree: How we extended the value and ROI for a rare disease launch insights and brand team
This case study was written by:
David Spears
President, US
Branding Science Group
Nicole Thomas
Senior Director, Head of Quant Research
Branding Science Group
The Challenge
Our client acquired a promising, novel cardiovascular asset with a pivotal phase 3 trial readout coming late in 2022. After receiving positive results and an accelerated approval timeline, the race was on to build a comprehensive launch plan in just over a year – so the traditional approach of conducting sequential, distinct marketing research studies was simply not feasible. Further complicating matters was the fact that the condition is a very rare disease, afflicting only about 70,000 people in the US and Europe – so identifying, recruiting and engaging with treating physicians (and patients) posed another obstacle to overcome.
The customer insights generation plan needed to accomplish three things:
Execute projects with a lean budget on very fast timelines – generating cumulative insight at a rapid pace.
Execute projects with a lean budget on very fast timelines – generating cumulative insight at a rapid pace.
Reach practitioners in 9 (and eventually 17) markets – as multiple brand launches were expected to proceed quickly.
Reach practitioners in 9 (and eventually 17) markets – as multiple brand launches were expected to proceed quickly.
Build a robust dataset of quality respondents from the jump that could be easily repurposed over time for multiple needs.
Build a robust dataset of quality respondents from the jump that could be easily repurposed over time for multiple needs.
The Challenge
Our client acquired a promising, novel cardiovascular asset with a pivotal phase 3 trial readout coming late in 2022. After receiving positive results and an accelerated approval timeline, the race was on to build a comprehensive launch plan in just over a year – so the traditional approach of conducting sequential, distinct marketing research studies was simply not feasible. Further complicating matters was the fact that the condition is a very rare disease, afflicting only about 70,000 people in the US and Europe – so identifying, recruiting and engaging with treating physicians (and patients) posed another obstacle to overcome.
The customer insights generation plan needed to accomplish three things:
Execute projects with a lean budget on very fast timelines – generating cumulative insight at a rapid pace.
Reach practitioners in 9 (and eventually 17) markets – as multiple brand launches were expected to proceed quickly.
Build a robust dataset of quality respondents from the jump that could be easily repurposed over time for multiple needs.
OUR APPROACH – Transforming a global ATU into the Giving Tree
We were initially commissioned by our client to execute a thoughtfully designed global ATU. Our remit was to maximize the value of what ATUs typically deliver, which we accomplished through:
A robust, global sample of 350 treating physicians
Comprehensive global and affiliate-level reporting
Key Driver Analysis to unpack triggers of adoption
Key insights in a creative, digestible video deliverable
An online dashboard to track and share KPI performance
In the meantime, our client discovered that the online HCP community they planned for additional insights was not going to work – it would have been too expensive, with long lead times and poor respondent engagement, resulting in low data quality.
We brainstormed solutions and thus, the Giving Tree was born. We unlocked value from our robust, high quality ATU dataset to re-engage with respondents, addressing evolving business needs before and after launch:
Quant segmentation with follow-on qual deep dive personas
Monotherapy treaters deep dive qual
Urgency to treat qual
Brand user/non-user qual
Patient chart audit quant (provided sample)
China market opportunity (provided sample)
What we learned
Using ATUs as a building block for other business objectives enabled greater visibility of brand strategy across workstreams. We were better able to connect the dots and be a true partner to our clients, which has kept them coming back to us. It has inspired collaboration (with our client and brand team, as well as consulting and research firms) for a common goal. Ultimately, our mission is to deliver insights that are meaningful and impactful, something our ATUs have proven to achieve.
Get in touch
Branding Science Group is a fully integrated global brand building partner, delivering seamless expertise in fieldwork, insights, strategy and data science in the US, Europe and Asia, anchored by nine offices across the globe. Our hallmark is a focused, relentless pursuit to help our clients develop successful brands.
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