Unlock a deeper understanding of your market position, tailored to run with a frequency that fits your specific needs. We go beyond standard metrics, investing significant time and effort to truly understand your business and brand strategy. Through in-depth consultations and extensive secondary research, we meticulously craft a study that illuminates your brand’s full journey—from awareness and trial to consistent usage, often complemented by qualitative deep-dives into specific patterns. These comprehensive insights empower you to refine your messaging, pinpoint unmet needs, and inform patient-centric strategies, all within the context of your unique objectives.
A leading pharmaceutical client needed to understand the impact of changes to the legality of compounding options in the weight management and Type 2 diabetes categories. Since compounded products cannot be tracked through traditional prescription data, the company had limited insight into actual patient usage. This data visibility gap was exacerbated when an external survey provided misleading results - later attributed to falsified data – shattering confidence in the available market intelligence.
The core objectives were to establish a reliable, verified system to track the ratio of patients using branded treatment versus compounded alternatives, track early signals of potential shifts in treatment usage, and identify clear opportunities for patient conversion to a branded product. The results of the research would be continually shared with C-suite executives, making confidence in data quality paramount to inform significant strategic market decisions.
To overcome the data integrity challenge, we designed and implemented a robust, longitudinal survey. The survey not only tracked usage, but also early signals of switching, drivers and barriers of use, and likelihood to switch. We embedded multiple quality control metrics into the design, including medication image upload, audio responses to open-ended questions, and internal consistency checks. All responses were carefully reviewed for validity, ensuring the client could feel confident in the accuracy of the results. To maintain a clear picture of market shifts, we also carefully controlled the frequency of participation to ensure we captured a unique subset of respondents each month.
Monthly data collection and summary reporting quickly provided clear, continuous insights on the prevalence of compounded versus branded product use over time. The research uncovered the critical role that disruptive marketing tactics and cost differentials have on treatment choice, quantifying their effect on the patient journey. Armed with continuous, actionable data, our client gained the strategic advantage necessary to inform and pivot their strategy for the next year.
