QUALITATIVE RESEARCHLuminas unpacks how an eBC medication can improve share and identify key challenges
SITUATION
A breast cancer treatment expanded from usage in metastatic disease to use as an adjuvant therapy for early breast cancer. Initial uptake was robust, but share plateaued quickly post-launch. Client needed to identify how to reinvigorate growth.
APPROACH
A quantitative survey among prescribers that include:
Traditional lines of inquiry to identify prescriber profiles and beliefs
A patient chart section that provided details about specific target patients
Qualitative IDIs were then conducted with specific prescribers identified in the quant phase who offered the most “opportunity” for the brand in the new indication
RESULTS
Identified target patient and HCP groups who would be the easiest to convert
For each group, we determined relevant usage barriers
More specifically, we id’ed an unexpected challenge to one of the key patient types: HCPs preferred to use multiple medications in sequence in adjuvant therapy
Qualitative research focused on increasing share in this particular population provided color and deepened insights on how to address this barrier
IMPACT
Illuminated specific prescribers and patients to target for increased share
Provided messaging themes to address the underlying barrier
Ultimately, our client updated prescriber messaging to focus on newly identified drivers of incremental share