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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

LAUNCH PREPARATION

Medical DeviceMedical Imaging

Medical DiagnosticsMedical IT/eHealth

BiotechnologiesPharmaceuticals

Technology AssessmentOpportunity Analysis

Customer and Product RequirementsProduct Concept Testing

Segmentation AnalysisBrand Positioning

Packaging and Materials Testing

Go to Market PlanningPricing

PRODUCT MONITORINGCustomer Satisfaction and Loyalty

Post Launch Acceptance

MARKET RESEARCH AND PLANNINGCustom Market Analysis

Market Mix Analysis

Oncology Market Opportunities for G-CSF

TECHNOLOGY GO / NO GO

North America