How can pharma companies optimize launch readiness and make greater impact when entering a competitive market?
This was the challenge Bristol-Myers Squibb (BMS) faced when preparing to launch a new therapy in the crowded immunology market. The leading pharmaceutical company needed to identify key focus points for their pre-launch strategy and develop KPI metrics that went ‘beyond the obvious.’
Unfortunately, traditional quantitative tracking studies only provided a passive measurement of the current market situation and lacked tangible actions. To maximize launch success, the company needed to know specific direction and opportunities where it could create a positive change for the brand and influence HCP prescription behavior. So, it changed its insights approach by embedding a scientifically-recognized behavioral change framework, COM-B.
Join our co-presentation with BMS at EphMRA 2024, to learn how the COM-B framework helped optimize BMS’ launch readiness to:
- Gain an in-depth understanding of the drivers and barriers to the adoption of this new therapy.
- Utilise behavioral insights to better shape brand strategy, with the goal of optimizing HCP journeys along the adoption ladder.
Date: Thursday, 27 June 2024
Time: 09:50 – 10:25 CET
Location: Leonardo Royal London, 10 Godliman St, London EC4V 5AJ
What you will learn
- Real-world case study from BMS revealing the practical application of the COM-B framework on launch strategy.
- How to uncover specific, “beyond the obvious,” KPIs you need to measure to trigger behavior change.
- A new way to tailor research questions to the specific competitor landscape and market situation (e.g., entering an already crowded market vs. entering a market with high unmet needs and limited treatment options) to gain more relevant insights
- How to identify knowledge gaps, uncover barriers and opportunities, by synthesizing behavioral insights across different sources, (e.g. secondary data, previous market research, etc.)
- A simple framework to anticipate how and where to intervene to make HCPs progress across the adoption ladder
- How to facilitate decision-making, provide structure and clarity regarding where to focus cross-functional launch strategies
About the presenters
Nassima is part of the Business Insights & Analytics Team of Bristol-Myers Squibb. She holds a MSc in International Management and has an extensive experience in various functions including Forecasting, Competitive Intelligence, Marketing, and Market Research, both at global and local levels, providing her a broad understanding of the pharmaceutical business challenges. Nassima is strongly results oriented, she enjoys navigating through diverse business questions with a blend between team-play, knowledge management, and mature and independent approach to complex situations.
Weike Xia, Manager – SKIM Healthcare
Weike is a Manager in SKIM’s healthcare team. Using a strategic and forward-thinking approach, Weike brings expertise in qualitative and quantitative market research that drives innovation to translate insights into actionable outcomes. With a PhD in Behavioural Psychology, Weike is passionate about translating scientifically rigorous frameworks into tangible research solutions.