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Case Study

Brand Opportunities along different therapy lines

Objective

The market share of Brand A was stagnant for the last few chart audit data cycles whereas the competitors’ brand shares were on the rise. So, we needed to:

  • Identify opportunities for Brand A in the second line, post corticosteroid patients of the rare hematological indication
  • Determine factors affecting choice of therapy in second line, post corticosteroid patients
  • Assess treatment paradigms such as patient journey, HCP behavior, source of business, among others
  • Continuously monitor and assess market share evolution of Brand A and its competitors to evaluate impact of market events

Approach

The ongoing patient chart audit study was further optimized to deliver answers to the client’s specific business needs. The key aspects being:

  • Created and differentiated patient and prescriber profiles for Brand A vs. those of competitors
  • Studied and quantified the reasons for prescription as well as shift of therapy between Brand A and its competitors 
  • Identified and tracked the key parameters affecting treatment decision at the point of prescription

Outcome

  • Key differentiating features were identified and validated over multiple data cycles for both patient and prescribers of Brand A and its competitors
  • Source of business and rationale for treatment choice were identified and ranked by importance for Brand A and competitors 
  • A standard templatized report was created to highlight key insights from the analysis of the patient and prescriber profiles

Client Benefits

  • The analysis provided targeted insights into the second line rare hematological indication prescribing habits and enabled the brand team to identify potential opportunities that could provide an edge over the competitors
  • The client team gained an in-depth understanding of the profile of physicians who can be potential future prescribers and incorporated these insights into their strategies
  • Detailed and validated understanding was provided to the client with respect to the factors impacting the treatment decisions at point of prescription. This analysis was included in the routine chart audit tracking to gauge the impact of market dynamics

Chart Audit

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