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 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 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
Case Study: Oncology Market Opportunities for G-CSF
Dec 05, 2014
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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
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
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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
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
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