Uncovering a rare disease market landscape for a client entering the disease space

impact summary

Identify a selective target audience for the pharmaceutical company to engage and focus their marketing efforts

Uncover a strong need for education and KOL guidance for treaters who currently lack education and treatment resources

Demystify a new disease area for our client’s product and uncover the unmet needs and marketing opportunities

SITUATION

A pharmaceutical company would like to enter a new, rare disease space. Due to the various organ manifestations of this condition, there are several specialists who could potentially treat this condition, with unverified diagnostic and treatment steps

APPROACH

After extensive desk research to narrow the target audience, Luminas narrowed on eight specialists who play a pivotal role in the diagnosis and treatment of this disease. We then conducted qualitative research focusing on HCP experience and leveraged our expertise in the disease area to verify qualified respondents. In-depth interviews were then conducted to identify primary and secondary roles, physician unmet needs in education and support, and assessment of the current market landscape and treatment utilization

RESULTS

Luminas was able to:

• Identify the primary and secondary treaters for this disease, narrowing the target audience for the pharmaceutical company 

• Uncover physicians’ attitudes and beliefs about currently available treatments

• Identify the unmet needs and leverage points for the pharmaceutical company to utilize