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The Context
A global pharmaceutical company wants to assess the potential market opportunity for an advanced treatment designed for 2 Rheumatic conditions.
Business Challenge
The new treatment was only introduced two years into the diagnosis, the client is uncertain whether patients will be open to switching from the standard treatment.
Our Approach
In depth interviews with both patients and providers revealed that the existing treatment is deeply flawed and that patients will gain maximum benefit from the advanced drug as a first line of treatment.
APPROACH HIGHLIGHTS
Motivational Interviewing was leveraged to recognize why people choose not to engage in a behaviour and what it would take for them to initiate a behaviour change.
Our Impact
Armed with a deep understanding of (i) patient & provider reaction to treatment profile; (ii) hesitance and inertia to switch from the existing treatment; (iii) early adopters, we identified potential enablers and barriers to switching to a new treatment for both Rheumatic conditions.
This is very exciting and gives us confidence as we prepare for launch.
- Director, Commercial Development
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