marketing research project 103_117_120

8/6/2019 Marketing Research Project 103_117_120

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Evaluation of need and demand drivers forpain-killer auto-injector as instant severe

pain reliever.

Submitted as assignment for Marketing research

IInd year (Sem IV) MMM

By

Sameer Vaidya (103)

Shreyans Sarang (120)

Ganesh Divekar (117)


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Table of Contents

1. Problem definition ............................. ............................... ...................... ................................ ......... 3

1.1 Managers problem (dilemma) ......................... ................................ ...................... .................. 3

1.2 Researchers dilemma .......................... ............................. ....................... ................................ 3

2. Research objectives ............................ ............................. ....................... ................................ ......... 4

3. Introduction ............................. ........................ ................................ ...................... ......................... 5

4. Type of research ............................... ................................ ...................... ................................ ......... 6

5. Methodology ........................... ......................... ................................ ...................... ......................... 7

6. Results ............................ ........................ ................................ ....................... ................................ .. 9

7. Conclusions: ............................. ........................ ................................ ...................... ....................... 15

Appendix 1 Auto-injection Evaluation Form ........................... ................................ ........................... .... 16

Evaluation of study and report: ............................................................................................................. 17


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1. Problem definition

1.1 Managers problem (dilemma)

1. Does an auto-injector have sizable market?

2. What are factors affecting market for an auto-injector?

1.2 Researchers dilemma

1. What is need and what are factors affecting need for an auto-injector?

2. What are demand drivers and factors affecting demand drivers for an auto-injector?


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2. Research objectives

Research will be conducted to collect data to solve following research objectives.

1. To assess need and factors affecting need for an auto-injector.

2. To determine possible demand for an auto-injector.

3. To evaluate demand drivers for an auto-injector.


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3. Introduction

An auto-injector is a medical device designed to deliver a single dose of a particular drug. Most auto-

injectors are spring-loaded syringes. By design, auto-injectors are easy to use and are intended for self-

administration by patients, or administration by untrained personnel. The site of injection depends on

the drug loaded, but it typically is administered into the thigh or the buttocks. The injectors were

initially designed to overcome the hesitation associated with self-administration of the needle-based

drug delivery device.

What is an auto-injector?

An auto-injector is a drug delivery system that is a pressure-activated injector for use in the rapid

intramuscular administration of a variety of medications. Each auto-injector is designed for a single use,

and pre-filled with a precise dose of prescribed medication.

How does an auto-injector work?

To activate the auto-injector, remove the safety release, place the activation tip against the mid-outer

thigh and jab or press firmly. This pressure activates the auto-injector, resulting in delivery of the drug

into the thigh muscle through clothing.

Patients who experience severe pain expect quick relief from pain. Currently, these patients visit

physician to get immediate remedy. But, it costs time, energy, and money to visit to a physician.Though money is not most important at this stage for a patient, time required to visit physician and to

go through long queue is certainly aggravates pain.

Looking at benefits of an auto-injector and need for patients to quick relief of severe pain, a survey has

been designed to know the need and demand drivers for an auto-injection.


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4. Type of research

Exploratory research often relies on secondary research such as reviewing available literature and/or

data, or qualitative approaches such as informal discussions with consumers, employees, management

or competitors, and more formal approaches through in-depth interviews, focus groups, projective

methods, case studies or pilot studies.

The results of exploratory research are not usually useful for decision-making by themselves, but they

can provide significant insight into a given situation. Although the results of qualitative research can give

some indication as to the "why", "how" and "when" something occurs, it cannot tell us "how often" or

"how many". Exploratory research is not typically generalizable to the population at large.

Increasing user preference for drug - device combination products in which a pre-filled syringe is

integrated into an auto-injector. Hence exploratory research has been undertaken to find out answersto research questions.


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5. Methodology

To collect data for this research projects a multi-specialty hospital at Thane (W) was selected. To receive

uniform and scalable answers to questions, it was decided to interview patients and get data completed

by our team members. Patients were questioned using an questionnaire (Appendix 1), and same was

completed by team member as per responses received from patients.

Following steps were followed during this research:

1. Get information on severe pains and where such patients can be visited

2. Prepare questions to find out answers to research questions

3. Fine tune questions

4. Define sequence of questions

5. Finalize questions6. Provide questions to patients who are experiencing severe pain

7. Get questionnaire completed by patients

8. Enter data in excel sheet

9. Analyze data

Data collection:

To collect data for this research projects a multi-specialty hospital at Thane (W) was selected. To receive

uniform and scalable answers to questions, it was decided to interview patients and get data completed

by our team members. Patients were questioned using an questionnaire (Appendix 1), and same was

completed by team member as per responses received from patients.

Data collection method:

Primary collection of data from patients who are experiencing severe pain.

Tools:

Questionnaire (Attached as an appendix 1).

Sampling:


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To collect data, sample selected were patient with severe pains who have visited hospital.

Data analysis:

The responses to questions in terms of categorical variables will be described with counts and

percentages. Descriptive responses will be listed. Categorical variables will be described with counts

and percentages.

No imputation will be done for the missing data.

All other missing values will be queried and resolved to the best possible extent. If the entry cannot be

resolved (missing or incorrect) it will not be considered for any calculation.


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6. Results

Results below are based on data of 50 subjects.

Table 6.1 shows demographic data of 50 subjects. The mean age of subjects was 34.14 yrs; 22 (44 %)

subjects were males while 28 (56 %) subjects were females.

Variable Description

Age (years)

Mean

Range

44.1

19 - 59

Gender

Male

Female

22 (44 %)

28 (56 %)

Occupation and family income:

Occupation was categorized as salaried, business, housewife, and student based on responses received

from patients. Out of 50 patients, 19 (38 %) were salaried, 8 (16 %) were businessman, 14 (28 %) were

housewife, and 9 (18 %) were student.

Family income was categorized based on responses received from patients and presented in table

below.


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Reason for severe pain:

Reason for severe pain was critical for knowing demand for an auto-injector. It was categorized as perresponses from patients. Four patients out of 50 provided responses other than categorized and hencecategorized under other.

Frequency of reason for severe pain is presented below:


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Frequency of severe pain:

Frequency of severe pain was categorized based on frequency received from patients per month andpresented in table below. It was categorized to know size of market for an auto-injector.

Out of 50 patients, most (21) patients have less than 1 episode of severe pain. Seventeen and 8 patientshave 1-3 and 3-5 episodes per month; respectively.

Treatment for severe pain:

Treatment for severe pain would help to know size of market for an auto-injector. Out of 50 patients,42 (84 %) told that they preferred injection in past as treatment for severe pain. This provides goodindication for size of market for an auto-injector.


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Other variables:

Other variables such as distance of doctors clinic, time spent for visit to doctor, and cost of visit todoctor help to know determinants for need for an auto-injector. Observations seen in study arementioned in table below.

Variable DescriptionDistance of doctors clinic from your house / workplace

Mean SD (km) 2.3 1.2

Time spent for visit to doctor for treatment of severe pain

Mean SD (min) 55.4 23.4

Cost of visit to doctor for treatment of severe pain

Mean SD (Rs.) 145 29

One more variable was to know possible time which will be saved if patients use an auto-injector.Response for this question from most of patient was same as time spent for visit to doctor.


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Prime factor for an auto-injector use:

Prime factor for an auto-injector use is presented in table below, which helps to know driving factorsand importance of cost factor.

Possible benefits with use of an auto-injector:

Benefits and responses are presented in table below. It provides information about possible benefits of an auto-injector and which are more important for patients.


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7. Conclusions:

From results elaborated above, following conclusions were drawn.

1. Sizable market exists for an auto-injector.

2. Time factor, severity of pain, and convenience are prime demand drivers for an auto-injector.

3. Patients do not know complications of auto-injection, but providing leaflet will be helpful.

4. Cost of an auto-injector will also be an important factor.


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Appendix 1 Auto-injection Evaluation FormDear patient,

Kindly complete this form to help us to evaluate need for an auto-injector as treatment for severe pain. This evaluation form contains 20questions. Please use a pen (preferably ball point) to complete this form. Select your best response by checking appropriate box. e.g.:

Please return the completed questionnaire .

Sr. No. Question Response

1 Age _________________ years

2 Gender Male Female

3 Occupation _______________________

4 Annual family income Rs. _____________________

5 Reason for severe pain _______________________

6 Frequency of severe pain per month _______________________

7 Treatment you take for severe painNo treatment Tablet

Injection

8 Distance of doctors clinic from your house / workplace _______________________

9 Time spent for visit to doctor for treatment of severe pain _______________________

10 Cost of visit to doctor for treatment of severe pain _______________________

11 Will you prefer to use auto-injection rather than visiting doctorfor treatment of severe pain Yes No

12 Do you think auto-injection will save time of visit to doctor. Yes No

13 How much time will be saved? _______________________

14 Do you think use of auto-injection will be cost effective Yes No

15 Do you think auto-injection will be less painful Yes No

16 Do you think auto-injection will help in reducing pre-injectionanxiety Yes No

17 Are you aware of side effects of painkiller drugs Yes No

18 Are you aware of complications of use of an auto-injector? Yes No

19What will be prime factor in deciding use of auto-injection: cost,severity of pain, time factor, convenience (less pain andanxiety)

Cost Severity of pain

Time factor Convenience

20 Do you think good instructions to use an auto-injection willenhance safe use Yes No


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Evaluation of study and report:

Limitations of research:

1. Study conducted only in patients, physicians opinion is not counted.

2. Study was conducted in 1 hospital only, wherein patient population is middle class society.

3. As it is device study, sample use study in patients with controlled arm (visiting physician) would

be more helpful.

Reliability of research:

Reasons to say reliable research Reasons to say non-reliable research

Severe pain treatment does not vary, so large

study will also yield similar results.

Study was conducted in 1 hospital only

Factors considered under driving forces for auto-

injector use are universal, so large study will also

yield similar results.

physicians opinion is not counted

What more you can do / you could have done?

1. Similar survey with physicians will be helpful.

2. As it is devise study, sample use study in patients with controlled arm (visiting physician) would

be more helpful.

3. Study in more hospitals will be more helpful.

marketing research project 103_117_120

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