Research Objective

• The healthcare client needed to map the patient journey from symptom to diagnosis, treatment, and recovery in order to create patient segments that could be used to leverage market opportunities that drive and influence treatment decisions.
• They needed to identify factors influencing brand association and satisfaction, promoting brand prescribing, and brand switching

Scope & Methodology

• Data points included
  • Treatments received by newly diagnosed stage III patients
  • Key unmet needs for unresectable cancer patients who have completed CRT
  • Key patient and administrative reasons unresectable patients have not completed Concurrent & Sequential CRT treatment

Value Delivered

• The client was able to identify the most likely patient segments who would benefit from a treatment.
• Emotional and physical barriers leading to unmet needs were identified and redirected to leverage new opportunities for prescribing practices.

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Research Objective

• A medical device client needed to understand the market and consumer preferences for different medical treatments to inform and customize product messaging and product differentiation.
• They also needed to understand unmet needs and barriers hindering treatment choices.

Scope & Methodology

A survey was designed to measure a number of key metrics including:

• Market leaders in medical device technologies
• Brand switching patterns
• Changes in restriction levels
• Change in usage of two treatments as a result of new device guidelines

The data showed patients had clear preferences for specific brands of medical devices. In addition, patients differentiated the brands based on their perceptions of clinical performance, training programs, range of treatment options, and how much the brands invested in clinical trials.

Value Delivered

• As a result of the research, the client gained a better understanding of their market position relative to their competitors, and was able to gauge market shifts in the treatments used by patients. They also were able to better understand drivers of switching and the key decision makers involved in those switches.
• The client was better able to differentiate their product and create more impactful messaging to help their patients.

Check out other patient case studies

• Optimize Treatment Pricing Strategies For Multiple Patient Segments – A pharmaceutical survey analytics case study
• Mapping a Patient Funnel to Mitigate Treatment Barriers – A cancer patient survey case study