QUANTITATIVE RESEARCHMap the biomarker testing landscape to unlock potential for novel hematological therapeutic
This is fantastic! I think the deck looks great, and I’m really happy with the rich insights that we were able to gather through this project.”
– Senior Director, Commercial
Insights & Analytics
SITUATION
A clinical stage biopharmaceutical company is preparing to launch its first FDA-approved treatment – a 2L targeted therapy for a hematological malignancy. The molecule’s success hinges on the company’s ability to build HCP awareness of a new biomarker, test for/recognize the relevant target patient and ultimately incorporate the molecule into their treatment paradigm.
SOLUTION
To define the biomarker testing landscape, we implemented moderator-guided quantitative interviews with physicians.
This methodology provided both projectable data as well as rich open-ends responses to co-create solutions and provide deeper insight.
RESULTS
The research:
Quantified existing and likely future biomarker testing practices
Prioritized key testing barriers including various logistical challenges
Provided qualitative insight that:
Explained rationale behind behaviors
Offered HCP perspective on how to improve testing education
IMPACT
Client used the research to:
Finetune a testing related strategic imperative
Formulate relevant pre and post launch testing KPIs
Finalize various marketing decisions to support testing including:
Moving forward with an unbranded education campaign using study insights to design messaging.