Content:
CHALLENGE
Understand how to grow the RA (rheumatoid arthritis) franchise in light of potential new entrants into the biologics market:
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Assess HCP awareness and perception of new entrants (drivers and barriers to use)
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Evaluate expected usage of new agents and where current agents are expected to fit
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Explore ways to position client’s established agents as differentiated from anticipated competitors
APPROACH
Research conducted in two sets of markets –those that are “patent protected” and those that aren’t. Hour-long IDIs and TDIs conducted with rheumatologists in both sets of markets. TPPs of new entrants reviewed in comparison to established options.
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OUTCOME
- Outlined potential drivers and barriers for use of new entrants with implications for client’s franchise
- Identified unique position for client’s current RA franchise
- Developed expected future treatment algorithm map
