A start-up client was moving to commercialize a unique genome-based technology that was very different from existing treatment options. Of course, management and staff believed it was a significant improvement over current therapies, but would the average physician?
Although the company had medical advisors, they needed to explore reactions to this technology in the wider, real world. Would these specialists, typically very slow adopters, be willing to try it? Was the science too new? Were they satisfied with the status quo?
And which product features would yield the most positive reception? The young company had limited resources. They had to be sure that the marketing approaches they crafted would receive the strongest response and optimize the new product’s commercial potential.
KaplanResearch conducted a two-stage, 10+100 study. The qualitative stage was designed to uncover the variety of attitudes and behaviors in the target market and to explore potential reactions to the new technology. The quantitative follow-on measured the extent of those attitudes, behaviors, and reactions. The research explored:
- Current practice patterns;
- Physicians’ decision processes and criteria for prescribing;
- Satisfaction levels and areas of dissatisfaction;
- Attitudes and overall opinions about the new technology, including “push points” to emphasize in messaging;
- Perceived advantages over current treatment;
- Concerns and potential barriers to acceptance;
- Likelihood of adoption and anticipated timeframe for incorporating into practice;
- Strongest drivers and critical influences for early adoption.
The research showed a very high interest in the new technology, even the possibility that it would change current protocols. We identified an unmet need in the early phase of the research, then found, in phase two, that this product met that need.
The 10+100 also yielded a prioritized list of capabilities, features, and benefits most likely to influence early adoption. Our recommendations guided product development by ascertaining which aspects were absolutely essential for physicians to change their behavior, and which features were only “nice-to-have.”
In addition, recommendations highlighted specific information and messages to be emphasized in marketing communications as well as channels for presenting the information to the medical community
Time and Money
This project was completed in 5 weeks.
The final cost, was less than $49k including incentives.