A small U.S. pharma company focused on a niche market approached us to assess the potential commercial viability of the topical formulation of their drug, which was in Phase II and due to enter a market with other treatment modalities. They particularly required input from potential prescribers and patients.
Use of the class of drugs they were looking to launch into in the U.S. market was limited to a specific subpopulation of patients at the time we started this project. To conduct the interviews, we accessed our physician panel, which contains the largest representative mix of specialists in the U.S. To get a broader view of unmet needs, we used our patient panel, which comprises over 300,000 U.S. citizens who have been identified as having certain conditions or are taking specific related medications.
From these findings, we developed a physician-patient dynamics map that demonstrated the importance of influence in choosing a therapy and how physician-patient interaction was choreographed. We looked at which formulation would be most beneficial to specific patient segments. Physician research confirmed current prescribing patterns and use of this class of therapy.
Our targeted patient research ultimately indicated that a topical formulation offered many benefits, and there was room for expansion in the market. In addition, we identified the target patient groups that would be easiest to convert within the therapeutic class and highlighted the opportunity to target patients on another class of drugs for the same indication. The physicians responded favorably to the product profile, and we detailed how this would be linked to expanding the market.
We succinctly showcased key strategic findings from a wealth of research and delivered results that were data-light but insight-rich. The CEO of the client company concluded that he was “mesmerized” by the quality and the insight in the report and by our team’s follow-through to drive winning actions from its findings.