Building Internal Knowledge in Ophthalmology
Entering the ophthalmology market for the first time, our client needed deep market insights to navigate a competitive landscape featuring novel branded treatments and biosimilars. With ophthalmologists having limited biosimilar experience, fostering confidence and adoption was key.
Approach: Deep-Diving into the
Treatment Ecosystem
- Qualitative in-depth interviews drilled down into the treatment decision-making process
- Patient Record Form (PRF) exercise was included to ground the discussion in real clinical practice and elicit the true HCP decision-making process
- Mid-fieldwork workshop was conducted to provide early access to insights and to tweak the guide flow, ensuring maximum value from each interview
- Pharmacists were incorporated within the sample to explore the logistical challenges and potential leverage points in such a crowded space
Results: Optimizing the Launch Strategy
Our research delivered a robust foundation for launch, highlighting key market dynamics and strategic leverage points within the nAMD treatment process. These insights enabled our client to:
- Tailor activation strategies to real-world HCP behaviors
- Prioritize tactics for maximum impact and ease of execution
- Confidently navigate and compete in the ophthalmology space
Armed with these insights, the client is well-positioned to drive adoption and success in a complex, evolving market.
