Discover how to balance promotional tactics with brand health
Learn strategic alternatives to price discounting that drive growth during uncertainty.
Imagine a familiar scenario: A pharmaceutical manufacturer needs to understand why physicians are prescribing a competitive drug at far greater numbers than their own drug. Both came to market around the same time, and the products have similar safety, efficacy, and administration methods. This pharmaceutical company needs to understand the drivers behind the prescribing of these treatments in order to better reach the target patients and communicate the benefits of their product to the prescribing physicians.
Published exclusively in WARC, Bill Salokar – our VP Client Solutions – discussed the findings of a mobile pharmaceutical study which revealed that, contrary to the manufacturer’s understanding, patients play a significant role in the treatment decision, by proactively researching and suggesting possible treatments.
The science behind choices of drugs for patients (summary)
This article examines the findings of a mobile pharmaceutical study which revealed that, contrary to the manufacturer’s understanding, patients play a significant role in the treatment decision, by proactively researching and suggesting possible treatments.
- There was often an emotional aspect to patients’ refusal of a treatment: for example, advanced patients were sometimes unwilling to endure further harsh treatment, such as chemotherapy.
- The research also shows that some physicians were uncertain which specific patient types were best suited for this drug, and therefore did not present it as an option.
- To overcome this issue, the current physician materials were refined to better define the targeted patient populations and to increase the likelihood that physicians would offer this treatment to the appropriate patients during consultation.
- Beyond this case study, in-the-moment mobile research is a useful tool for understanding market potential, segmentation, treatment pathways, and more.
