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Understanding market dynamics of a rare disease
Objective
Understand the awareness, usage and perception of somatostatin receptor nuclear imaging studies for neuroendocrine tumors
Evaluate current and future testing prescription patterns for nuclear imaging studies
Assess the relative importance of various attributes that impact the usage of a brand
Compare and evaluate sales force effectiveness of the client’s brand and its key competition
Approach
Designed a quantitative questionnaire with a mix of closed and open-ended questions for respondent categories including oncologists, nuclear medicine specialists and nuclear medicine managers
Assessed the drug usage, user awareness and perception as well as future trends in somatostatin receptor nuclear imaging studies for neuroendocrine tumors
Outcome
Client received insights pertaining to –
Existing imaging product usage (brand wise and frequency wise)
Prescription preference and projected volume changes and the factors impacting these
Attribute prioritization related to decision-making process
Client Benefits
The client gained an enhanced understanding of the awareness and utilization of imaging studies, projected volume changes and the factors influencing these changes
Obtained a clearer insight into the strengths, weaknesses, opportunities and threats of their own brand and the key competitors
The research provided a detailed analysis of the effectiveness of the sales force and identified potential areas for gaining a competitive advantage
