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Launch messaging and positioning for a specialty product

Service Areas
Therapeutic Areas

Gene Therapy & Orphan Disease

Client Type

Mid-size Pharma

Client Problems

  • A mid-sized pharma client wanted to evaluate quantitatively the impact of launch messaging and positioning for a orphan specialty product (messages spanned efficacy, safety, reimbursement, and enrollment)


     

  • In addition, they wanted to ensure the messaging is complementary to the messaging for related products in their portfolio

What We Did

  • Quantitative market research study with n=45 high-volume prescribing physicians, nurses, and pharmacy directors
     

  • Maxdiff methodology was chosen to collect the large amount of feedback needed with low respondent fatigue
     

  • 23 messages across 5 categories were examined and a positioning statement was devised

Our Results And Insight

  • Motivation scores were first determined at the message category level across respondent segments
     

  • Detailed feedback (what score and why) were collected for all messages
     

  • Individual message scores showed significant variation across respondent segment
     

  • Feedback was checked for consistency with existing messages (for other products) and customized by stakeholder segment

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Service Areas Details

Market Research (launch messaging and positioning)

Therapeutic Areas Details

Gene Therapy & Orphan Disease

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