Client: Large Biotech
Case: “New Market = New Issues”
Situation: Established biotech company developing a novel treatment in new disease arena for the company.
Problem: Payer understanding and payer sensitivities in the new disease arena was unknown inside the company, and colored by internal biases.
Goal: Rapidly advance internal payer understanding to guide payer strategy and communication development.
Approach: Establish baseline payer understanding through analog research, building into a large sample size primary payer research, sample strategically designed to represent of disease state channel mix.
Outcome: Dramatically improved client understanding of payer needs in new disease state, providing recommendations of payer communication investment timeline.