SHS

Case Studies

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early late stage product launch lifecycle

 

Early Development :

Developing a Multi-Product Psoriasis Sales Forecast Model
Conjoint Analysis for a Novel Lipid Modulation Therapy in Phase 2b
Situation
  • Our client is a major pharmaceutical company that had two biologic candidates in development to treat Psoriasis: one in the late stage and one in early stage
Situation
  • Novel lipid modulation therapy in development
  • New lipid modulation therapy product launches expected, as well as Loss Of Exclusivity on current market leaders.
Objectives
  • Perform market research and market forecast modeling to support decision making around the development strategy of both compounds.
  • Ensure that synergistic effects / cannibalization between the two compounds are captured in market forecast.
Objectives
  • Assess physician preference share for various product profiles under different future competitive scenarios.

    - The three patient profiles tested
      included Mixed Dyslipidemia, Isolated
      High LDL, and Isolated Low HDL.

Methodology & Sample

  • 30-minute online questionnaire fielded to 100 dermatologists.
  • A forecasting decision model was created.

Methodology & Sample

  • 20-minute discrete choice modeling and conjoint analysis survey.
  • A total of 374 physicians participated in the study (140 PCPs,140 Cardiologists, and 94 Endocrinologists)

This study helped our client identify key growth drivers for the Psoriasis biologic market, develop forecasts for both products given numerous potential future scenarios, and also provided our client with a user-friendly decision support model.

The results of this study were integral in determining the Phase III clinical strategy for this candidate.

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Late Stage Development : Case Studies

Identifying the Price Sensitivity of Statins Under Increasing Co-pay Conditions
Understanding the Anti-infective Market for Adult and Pediatric Patients
Situation
  • In response to an overall increase in co-pays, our client wanted to understand the specific impact in the statins market and how physicians, pharmacists, and patients were in reacting to the situation based on their price sensitivity.
Situation
  • Our client was developing a next generation formulation of an existing blockbuster anti-infective and was interested in developing price utility curves for adult patients and parents of pediatric patients.
Objectives
  • Gauge current co-pay issues and where in the spectrum do statins fall.
  • Understand whether co-pay issues for statins are increasing and how individuals are feeling and reacting to the situation.
  • Identify where the specific co-pay / price trigger points prompt a difference in action from the status quo. 
  • Determine the sensitivity to co-pay by segment across major-branded statins.
Objectives
  • Measure patient willingness to pay out-of-pocket for the next generation product by measuring patient utilities for key product attributes.
  • Specifically understand patient decision-making when presented a choice between the next generation product and a generic version at the pharmacy

Methodology & Sample

  • Three 20-minute online questionnaires were fielded to 172 Physicians (95 PCPs and 77 Cardiologists), 316 Pharmacists, and 547 Patients, respectively. 

Methodology & Sample

  • 30-minute online Adaptive Conjoint Analysis questionnaire.
  • 215 recent adult patients and 215 parents of recent pediatric patients.
Our client gained an understanding of the impact of copay increases in the statins market and received insights and recommendations as how best to move forward in protecting market share. The results of this study helped our client understand consumer trade-offs for price vs. other product attributes and focused the pricing strategy for the next generation product.

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Product Launch : Case Studies

MaxDiff Message Testing for a Blockbuster Dyslipidemia Therapy
Promotional Material Concept Selection for Leading Respiratory Agent
Situation
  • Our client is interested in ongoing testing of product key messages.
Situation
  • Our client was in the process of revamping their promotional materials for a leading respiratory therapy.
Objectives
  • Gain insight on which product and competing product messages resonate the most among physicians.
  • Assess physician reactions to several overall product efficacy messages.
  • Measure messages' credibility, ability to compel prescribing, ability to affect current product perceptions, and uniqueness based on physician responses.
  • Benchmark messages against competitor statements for comparison.
Objectives
  • Evaluate the overall design, utility and potential impact of visual ad materials that leverage the product's core attributes and prescribing rationale.
  • Select the preferred concept that most clearly and persuasively communicates the brand platform.
  • Provide feedback on how, if at all, the preferred concept could be strengthened in its final execution.

     

Methodology & Sample

  • A 20-minute online questionnaire was fielded to 300 PCPs and 100 Cardiologists.
  • The core methodology for this study is MaxDiff, a superior conjoint method for message testing and prioritization.
  • Two waves per year, coinciding with our client's POA cycles.

Methodology & Sample

  • 20-minute online questionnaire was fielded to 500 high decile PCPs and Pulmonologists.
  • Monadic survey design with sample split evenly among five equal cells, each cell testing one of the five journal ad concepts.
Our client relies on this ongoing study to ensure that they continue to compellingly deliver their product's core value proposition in this rapidly changing market Our client used the results of this study to select and then further refine the preferred concept which was incorporated into promotional materials.

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Lifecycle Management: Case Studies

Assessing the Market Potential within the Proton Pump Inhibitors Market
Protease Inhibitor Phase IV Studies Commercial Impact & Prioritization
Situation
  • Our client wanted to evaluate the market potential for several phase IV clinical programs by quantitatively understanding the impact of clinical trial parameters and outcomes on physician prescribing in the proton pump inhibitor (PPI) market.
Situation
  • Our client markets a leading protease inhibitor and was considering investing in a series of large phase IV trials.
Objectives
  • Understand the current prescribing of our client's therapy and other key PPIs.
  • Evaluate physicians' anticipated prescribing in reaction to various presentations of clinical trial data.
  • Develop an understanding of physician preferences and trade-offs for potential therapy phase IV studies.
Objectives
  • Assess physician awareness of ongoing clinical trials in HIV.
  • Quantify change in physician prescribing behavior based on a range of hypothetical results for seven phase IV trials under consideration.
  • Understand HIV patient flow, focusing on duration by line of therapy

Methodology & Sample

  • A 20-minute online questionnaire was administered to 199 PCPs and 166 gastroenterologists which were recruited from a target list of high prescribers.
  • MaxDiff was used to understand how compelling messages from each study were to target physicians.

Methodology & Sample

  • 45-minute online questionnaire with a randomized sequential monadic design. 100 PCPs and Infectious Disease specialists that are high decile ARV prescribers.
The results of this study gave our client insight on their product's current market share and physician awareness of their therapy which enabled them to make key marketing decisions. This study quantified the commercial impact expected from each of seven phase IV trials and provided the product team with a commercial prioritization of each study.

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