Research Objective

• The client needed to optimize their pricing strategy by understanding perceptions of prices held by consumer segments towards an inhaler product.
• They also needed to understand GPs’ selection of COPD treatments, and payer reception to various prices, rebate schemes, and complete offers within the portfolio.

Scope & Methodology

• The consumer market was segmented into distinct customer groups based on purchase behavior and paying potential. Each segment estimated various prices of inhalers.
• GPs indicated their intent to recommend various brands in each patient segment at each price.
• Optimum prices were identified for each segment.

Value Delivered

• The client successfully launched a new inhaler in a competitive market with optimized pricing that maximized the opportunity. It quickly gained popularity.
• The client was able to price their product optimally to avoid losing sales and to maximize profit margins

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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.

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• Optimize Treatment Pricing Strategies For Multiple Patient Segments – A pharmaceutical survey analytics case study
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