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Launch messaging and positioning for a specialty product
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
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Quantitative market research study with n=45 high-volume prescribing physicians, nurses, and pharmacy directors
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Maxdiff methodology was chosen to collect the large amount of feedback needed with low respondent fatigue
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23 messages across 5 categories were examined and a positioning statement was devised
Our Results And Insight
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Motivation scores were first determined at the message category level across respondent segments
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Detailed feedback (what score and why) were collected for all messages
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Individual message scores showed significant variation across respondent segment
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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