Case Study:
Branding and Communication
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Biotech Firm
Leveraging investigator research in launch planning
Problem
The client was preparing to launch a new agent in an already crowded market
- Understand how the product is perceived relative to its competitors to identify points of differentiation
- Identify patient types for whom the product would be an attractive option
- Compare clinical investigators’ perceptions of a pipeline product versus non-investigators
Our Recommended Approach
- In-depth telephone interviews
- Balanced sample between investigators and non-investigators
- Clinical investigators were released from their confidentiality for the research by the company
- The team did not listen to the investigator interviews to ensure confidentiality and increase the likelihood of candid responses
Results
- Provided additional insight that, combined with other available information, informed the launch plan for the new product
- Confirmed key benefits of the product relative to competitive agents to inform the product positioning and communication strategy
- Pinpointed potential barriers to leveraging key benefits in a positioning/communication strategy
- Identified barriers to adoption even among investigators