“They delivered results that were data-light but insight-rich, which enabled my team to drive winning actions.”
— business franchise head
A well respected pharma company approached us to assess the potential commercial viability of the long-acting formulation of their anti-psychotic drug, which was due to enter a market with other treatment modalities. They particularly required input from potential prescribers and patients and advice on how they could win market share in a difficult market with significant value.our solution
Although we often assume doctors are purely rationally led, the fact is that doctors’ choices are also driven by emotional factors. However, getting physicians to talk about themselves in terms of having particular needs and attitudes is very difficult.
We proposed a needs-based segmentation and positioning strategy, using a psychological framework and projective techniques in a quantitative and qualitative setting to understand the physicians’ emotional responses to the brand. Using core physician personas, based around Jung psychological archetypes, as the basis of our analysis, we studied the segments to understand their behaviour and determine profiles.
From in-depth interviews, using various probing tools, we ascertained their awareness, perceptions and attitudes toward brands, factors that influence prescription behaviour, whether they orient prescribing certain brands for certain patient types and any concerns/anxieties they might have.
This emotion-led approach was a complete new approach for our client, which worked extremely well for them. Through our insights, we identified a unique brand positioning that won the hearts” of the physicians and completely differentiated the new drug in its existing portfolio.
We advised the client on different physician typologies, their respective emotional needs and feelings on our client’s brand identity and positioning versus those of competitor brands. Our probing tools uncovered some unexpected responses and negative emotions that could affect success if left unchecked. In addition, we identified the target patient groups that would be easiest to convert within the therapeutic area and highlighted the opportunity to target patients on another class of drugs for the same indication. The specialists responded favourably to the product profile, and we detailed how this would be linked to expanding the market.