A mature brand adding a new indication needed a deep understanding of the patient journey in order to shape commercial launch strategy.
In order to get the most comprehensive and realistic view of the healthcare experience, Decision Resources Group took an integrated approach combining primary market research and real world data to:
- Understand the baseline patient journey and unmet needs using primary market research
- Map real world clinical pathways using claims analysis
- Layer the “why” onto the “what” of the patient journey through additional stakeholder interviews
- Identify opportunities to shape treatment decisions
Resulting insights and recommendations informed development of a compelling value proposition and data-driven commercialization strategies, including account targeting, training reps on patient personas and communicating value to stakeholders.