The Challenge:

A mature brand adding a new indication needed a deep understanding of the patient journey in order to shape commercial launch strategy.

Approach:

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

Solution:

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.

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