USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400

BACKGROUND

CHALLENGE

IMPACT

The Client, a leading bio-drug manufacturer, has expertise in treatment of secondary hyperparathyroidism (HPT II) in dialyzed patients with end stage chronic renal failure disease. Several traditional and biotechnology pharmaceutical laboratories are targeting this recognized high potential market, creating turf competition among drug manufacturers.

The Client wanted to more accurately define the current prescription habits including drivers and barriers. The goal was to understand the care process for HPT II patients, from diagnosis to treatment, and then validate and quantify the clinical pathway branches. The project also intended to identify the various choice criteria for product selection, validating if those criteria would vary based on the therapeutic option selected.

SOLUTIONThe MarkeTech Group (TMTG) recommended a combination of qualitative and quantitative methodologies to both understand and quantify the patient clinical pathway. In Phase I, TMTG conducted a preliminary qualitative phase, composed of a pilot session including 5 In-Depth Interviews (IDIs) followed by 15 Tele-IDIs with Nephrologists to gain a deeper understanding of prescription habits. In Phase II, a quantitative web survey was designed and fielded to 60 potential prescribers’ to quantify the various clinical pathway branches defined in the first phase.

The study results provided the Client with a greater understanding of the “how’s” and “why’s” for physicians’ prescription. The study helped define and quantify the patient clinical pathway, enabling relevant modification of commercial messaging to be used by sales forces.

The study also enabled the client to leverage its expertise of the patient pathology to re-position its product higher up in the clinical pathway and therefore increase sales.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

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

Endocrinology ClinicalPathway Analysis

TECHNOLOGY GO / NO GO

North America