case study: assess the impact of an anti-hyperintensive generic drug
TRANSCRIPT
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BACKGROUND
CHALLENGE
IMPACT
The Client is a subsidiary of a top pharmaceutical company and a leading player in the Swiss market. Due to several expiring drug patents being released in the next few years and new molecules recently launched, its market advantage may be threatened.
The challenge was to assess the potential impact of market entry for a rival’s generic product competing with the Company’s leading branded product. Preliminary recommen-dations were also needed to help minimize the forecasted decrease in revenue. Since the Swiss market is split into French and German speaking regions, any differences were to be clearly identified.
SOLUTION
TMTG provided an executive summary including strategic recommendations and a full set of graphs to enable the Client to better understand future trends of the Swiss market and determine market threats. With the data findings and TMTG’s preference simulator simPRO™, the Client also identified which product features were the most important to each sub-segment. Furthermore, using price sensitivity simulations, the Client was able to test multiple scenarios and identify the most optimal pricing strategy.
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MARKET
METHODOLOGY MIX
South AmericaEurope
Qualitative ResearchStrategic Consulting
Quantitative
Asia
PROFILECLIENT TYPE
PROJECT CATEGORY
PRODUCT CREATION
LAUNCH PREPARATION
Medical DeviceMedical Imaging
Medical DiagnosticsMedical IT/eHealth
BiotechnologiesPharmaceuticals
Technology AssessmentOpportunity Analysis
Customer and Product RequirementsProduct Concept Testing
Segmentation AnalysisBrand Positioning
Packaging and Materials Testing
Go to Market PlanningPricing
PRODUCT MONITORINGCustomer Satisfaction and Loyalty
Post Launch Acceptance
MARKET RESEARCH AND PLANNINGCustom Market Analysis
Market Mix Analysis
Assess the Impact of an Anti-hyperintensive Generic Drug
TECHNOLOGY GO / NO GO
North America
The MarkeTech Group (TMTG) conducted a survey that included a closed format set of questions encompassing demographics, patients mix, and prescription habits. A choice-based conjoint survey was then designed to measure preferences among different product attributes including various combinations of brand and price. More than 200 medical specialists (internists and GPs) were surveyed, with recruitment based on region, specialty and whether or not a physician had the ability to deliver drugs (Swiss specificity).