Where to Play

Research Output

Crystallize the lens by which physicians see the world by way of a hierarchy of patient characteristics that drive treatment options in a future world that includes Product X?

Decision Making Framework

  • What are the relevant and addressable patient types that dictate choice?
  • What patient characteristics will be predictive of patients who will and will not receive Product X?
  • Who are the key competitors (treatment choices) for each of the identified patient types?
  • Who are the physician segments/specialties that make treatment decisions for?
  • What are the most attractive patient targets given size and ability to differentiate?
Market Map

Research Output

Crystallize the lens by which physicians see the world by way of a hierarchy of patient characteristics that drive treatment options in a future world that includes Product X?

Decision Making Framework

  • What are the relevant and addressable patient types that dictate choice?
  • What patient characteristics will be predictive of patients who will and will not receive Product X?
  • Who are the key competitors (treatment choices) for each of the identified patient types?
  • Who are the physician segments/specialties that make treatment decisions for?
  • What are the most attractive patient targets given size and ability to differentiate?
Patient Journey

Research Output

Maps the journey of the patient, the role of multiple stakeholders, including clinical, social, environmental and emotional aspects, and elucidates the opportunities for marketing efforts to influence behavior to disproportionately benefit commercial potential

Decision Making Framework

  • Which stakeholders are involved and what role do they play in influencing the journey?
  • What motivates physician and patient behaviors along the journey?
  • What are potential leverage points and the associated drivers and barriers with each?
  • What are the prioritized key leverage points that will act as the focus of marketing strategy and investment?
Physician Segmentation

Research Output

Develop MD segmentation that clearly elucidates similarities/differences along key marketing ‘constructs,’ allowing for the prioritization of those most attractive for unlocking brand opportunity

Decision Making Framework

  • What are the current attitudes and behaviors of physician segments?
  • What desired behavior do we seek to influence?
  • What is the commercial attractiveness (and prioritization) of various physician segments as defined by size (number of physicians and patients treated per physician) and ability to influence the desired behavior?
  • Facilitate Insight Into Action: What segments would be most receptive to the brand’s ‘promise,’ and what activations strategies are most likely to influence the desired mindset and behavior change?