CHALLENGE
Position HCV Franchise for a successful launch in an anticipated dynamic future market. Specifically:
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Understand motivations and behaviors of HCPs treating HCV along with their perceptions of current treatment landscape (unmet needs and awareness of the treatment paradigm shift)
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Gauge reactions to TPPs and identify perceived value of future agents
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Understand emotional response, reasons to believe and laddered benefits associated with future Rx
APPROACH
Multi-country research with PCPs, NP / PAs in US, Germany and Brazil using in-person IDIs, Dyads / Triads followed by TDIs and in-field interviews. Creative techniques were used to uncover emotional as well as functional benefits of products in development.
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OUTCOME
Research identified perceived rational value of future agents and uncovered emotional hooks to feed into positioning and communications of client’s HCV franchise.
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