Study
People are still talking about that study. I don't think we have ever gotten so much mileage out of a single study.
- Market Research Manager

Target Your Marketing and Sales Messages for Key Market Segments

Our client needed to breathe new life into the marketing program for a mature product. MSP Analytics conducted a large-scale segmentation study that combined prior qualitative results with new attitudinal research and analysis of several years of prescribing and managed care data. We discovered clearly defined, actionable, identifiable market segments. Using an innovative analytical technique, we identified the bundle of marketing messages that have the strongest appeal for "micro-segments" within these groups. Our integrated segmentation approach ensured that segments differed dramatically in their attitudes, perceptions, and needs, while providing the linkage to objective background characteristics needed for effective targeting. After employing our results, sales of the product once again began to increase.

Discover the Best Launch Strategies

Our client's hospital product used a new technology and winning the approval of Early Adopters would be crucial to a successful launch. We combined analysis of hospital claims data, survey research among hospital physicians, choice modeling among hospital and managed care formulary managers, as well as secondary data on the hospitals where the physicians practiced most often, to segment physicians and hospitals into early and later adopters. This allowed us to identify those most likely to be early, heavy users of their new product. Careful targeting allowed the client to focus scarce marketing resources on the vanguard of its early adopters to ensure a successful product launch.

Develop Effective Managed Care Strategies

Our client needed to decide if they should underwrite programs by managed care companies that would enhance reimbursement to providers who meet clinical guidelines. We first employed targeted qualitative research to quickly identify the key issues behind physician and institutional responses to these programs. This information, in turn, was used to design a quantitative study that measured current involvement with the new managed care reimbursement practices. Survey results were then integrated with historical prescribing data to allow analysis of the effect of the programs on the use of our client’s key products. The results illuminated where and why these programs did and did not work, allowing our client to spend their dollars wisely where the programs were most likely to benefit their bottom line.

Create Effective Promotional Programs

One key medical specialty had consistently underused our client's blockbuster drug since its launch. We integrated five years of the client's past primary research with secondary prescribing data and historical records of sampling, detailing, DTC advertising, and other professional promotion to pinpoint the reasons for the suppressed product usage, and we recommended strategies and tactics to improve sales response.

Evaluate Commercial Potential of Early-Stage Compounds

Our client wanted an independent, market-based perspective of a pre-clinical compound to inform trial design, estimate commercial potential and inform licensing negotiations. We conducted custom, qualitative interviews with key opinion leaders in the US and EU to explore unmet needs and a target profile of our client’s compound (e.g., endpoints, deltas that would be meaningful vs. exciting, potential swing factors and tradeoffs), used desk research (e.g., association guidelines, epidemiology literature, competitor intelligence, etc.) to develop a market landscape portrait (e.g., treatment patterns, patient types, emerging therapies, etc.), conducted a subsequent quantitative demand survey with practitioners, and modeled early forecast scenarios for our client’s compound. The findings illuminated key deltas needed for commercial success and potential tradeoffs between efficacy levels and side effect profiles, and provided both a compelling empirical narrative for the compound’s commercial potential and a solid grounding for entering out-licensing negotiations.