Why Is Drug Uptake Low?
How Market Research
Uncovers Clinician
Knowledge Gaps
THE CHALLENGE
A brand at a large pharmaceutical company had a drug already on the market for a unique disease state. Uptake was low among primary care prescribers. The brand needed to understand how clinicians were treating the therapeutic area and what influenced their decision to prescribe, or not prescribe.
THE APPROACH
The brand used Pri-Med’s market research capabilities and clinician database to run two surveys and two in-depth interviews over two years. The goal was to learn how their marketing could better resonate with clinicians and how they were treating immunocompromised patients.
THE FINDINGS
With Pri-Med’s clinician database, the brand tested 3 marketing messages and uncovered 3 clinician misconceptions.
MESSAGING CHANGES BASED ON RESULTS
Adopted
Tagline referencing the drug’s FDA approval mattered most to clinicians
Reviewed
One phrase found too wordy, so the brand paused it for further review
Dropped
Another phrase confused clinicians, so the brand kept it out of collateral
1
Clinicians defined “immunocompromised” differently than expected
2
Clinicians’ awareness of the treatment window was still not accurate
3
Clinicians still hesitant to prescribe because of drug interactions
WHAT THIS MEANS FOR YOU
With access to Pri-Med’s clinician database, you can run custom surveys to gather audience data and refine your marketing materials.
Ensure your messaging resonates
Test taglines and clinical data with Pri-Med clinicians to confirm your messaging resonates and addresses their knowledge gaps.
Measure care and treatment
Measure care, diagnosis, and treatment for a specific set of conditions or requirements. Pri-Med also offers retainer-based research to support your ongoing R&D and future HCP education investment.
65%
of Pri-Med’s clinician audience self-identifies as “no-see”
DID YOU KNOW?
The majority of your target clinicians aren’t accessible through traditional rep channels
Pri-Med’s market research puts your messaging in front of this audience, so you can test it with the clinicians your reps can’t reach.
