Refining Positioning Through Competitive Insights

Our client sought to understand the landscape, decision-making process, and overall perceptions of their treatment among providers in order to best prepare for future changes in the market. They needed insights to:

• Determine how providers currently use and perceive an available treatment, as well as determine the impact of cost on its use
• Understand idiosyncrasies between available modes of administration
• Gauge the potential impact of generics and how they could affect the treatment’s market positioning and utilization

To address these needs, we designed and conducted a quantitative study:

• 30-minute online survey among physicians to gather extensive data on their perceptions and usage decisions
• Included Maximum Difference Scaling (MaxDiff) and Opportunity Potential Analysis (OPA) exercises to identify unmet needs that could enhance the treatment’s market positioning

The insights gained from our approach enabled:

• Clear insight into the competitive market landscape and current product positioning, including the degree to which preference for mode of administration drives positioning and, ultimately, the factors influencing treatment choices
• Improved market share through and insight-based strategy that included refined marketing campaigns and identified potential market shifts (competitive positioning, introduction of generics, and more)