Case Study: Oncology Market Opportunities for G-CSF

USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 BACKGROUND CHALLENGE IMPACT The Client, a global biotechnology manufacturer, wanted to strengthen its market position and increase sales of a top selling oncology medication. With the expected arrival of biosimilar products, the Company required a better understanding of the real choice drivers for competing products in the treatment path. The main objectives of the study included: - Understanding current practices by accurately defining patient clinical pathway, prescription habits, and main product delivery channels (city vs. hospital & ambulatory vs. inpatient) - Characterizing and quantifying key choice criteria, including switching conditions - Evaluating the influence of the biosimilar product arrival SOLUTION The MarkeTech Group (TMTG) designed a two-phase approach using both qualitative and quantitative methodologies. In Phase I, a pilot session was first conducted to refine interview materials and sampling plan. This was followed by a series of 35 In-Depth Interviews (IDIs) with physicians regarding their product selection decisions for treating various types of targeted cancers. Phase II was a web-based survey with 120 physicians that used a conjoint analysis (Trade Off) approach. This enabled TMTG to prioritize and quantify physicians’ preferences for prescription choice criteria and prescription behaviors. Based on study findings, the Client reconsidered its strategic commercial approach, which lead to new commercial positioning for the product portfolio, new communication messag- ing, and a reallocation of commercial resources geared toward the hospitals identified as presenting better market opportunities. EUROPE / FRANCE 3 rue Emile Péhant 44000 Nantes France Tel: +33 (0)2 72 01 00 80 www.themarketechgroup.com MARKET METHODOLOGY MIX South America Europe Qualitative Research Strategic Consulting Quantitative Asia PROFILE CLIENT TYPE PROJECT CATEGORY PRODUCT CREATION LAUNCH PREPARATION Medical Device Medical Imaging Medical Diagnostics Medical IT/eHealth Biotechnologies Pharmaceuticals Technology Assessment Opportunity Analysis Customer and Product Requirements Product Concept Testing Segmentation Analysis Brand Positioning Packaging and Materials Testing Go to Market Planning Pricing PRODUCT MONITORING Customer Satisfaction and Loyalty Post Launch Acceptance MARKET RESEARCH AND PLANNING Custom Market Analysis Market Mix Analysis Oncology Market Opportunities for G-CSF TECHNOLOGY GO / NO GO North America

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Visit us on the web: http://www.themarketechgroup.com/?utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+Studies About Us: With offices in North America and Europe, The MarkeTech Group provides a unique combination of extensive marketing research methodology expertise, deep medical technology domain knowledge and value-added strategic marketing consulting to medical technology companies who seek high quality marketing research studies and professional marketing strategy consulting. The MarkeTech Group's team of marketing research and strategy experts take pride in integrating their leading voice of customer (VOC) research expertise and strategic consulting into their clients' marketing and R&D departments to help successfully launch and maintain profitable products in healthcare. The MarkeTech Group, LLC 502 Mace Blvd, Suite 15 Davis, CA 95618 Tele: (+1) 530-792-8400 Fax: (+1) 530-792-8447 The MarkeTech Group, SARL 3, Rue Emile Péhant 44 000 Nantes Tele: +33 (0)2 72 01 00 80 Fax: +33 (0)2 40 48 29 40 Contact Us: http://www.themarketechgroup.com/index.php?page=Contact_TMTG&utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+Studies

Transcript of Case Study: Oncology Market Opportunities for G-CSF

Page 1: Case Study: Oncology Market Opportunities for G-CSF

USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400

BACKGROUND

CHALLENGE

IMPACT

The Client, a global biotechnology manufacturer, wanted to strengthen its market position and increase sales of a top selling oncology medication.

With the expected arrival of biosimilar products, the Company required a better under-standing of the real choice drivers for competing products in the treatment path. The main objectives of the study included:

- Understanding current practices by accurately defining patient clinical pathway, prescription habits, and main product delivery channels (city vs. hospital & ambulatory vs. inpatient)- Characterizing and quantifying key choice criteria, including switching conditions- Evaluating the influence of the biosimilar product arrival

SOLUTIONThe MarkeTech Group (TMTG) designed a two-phase approach using both qualitative and quantitative methodologies. In Phase I, a pilot session was first conducted to refine interview materials and sampling plan. This was followed by a series of 35 In-Depth Interviews (IDIs) with physicians regarding their product selection decisions for treating various types of targeted cancers. Phase II was a web-based survey with 120 physicians that used a conjoint analysis (Trade Off) approach. This enabled TMTG to prioritize and quantify physicians’ preferences for prescription choice criteria and prescription behaviors.

Based on study findings, the Client reconsidered its strategic commercial approach, which lead to new commercial positioning for the product portfolio, new communication messag-ing, and a reallocation of commercial resources geared toward the hospitals identified as presenting better market opportunities.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

South AmericaEurope

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORY

PRODUCT CREATION