CHALLENGE
Understand both the behavior and experience of doctors and patients in prescribing, use, and purchase of medicines, exploring challenges and unsatisfied needs among patients, doctors, and points of sale and in expectations of multinational pharmaceutical companies. The project’s scope included 3 countries and 6 therapeutic areas.
NEEDS
Identify added value services ideas for patients and other stakeholders, in the mature products division.
CHALLENGE
Understand both the behavior and experience of doctors and patients in prescribing, use, and purchase of medicines, exploring challenges and unsatisfied needs among patients, doctors, and points of sale and in expectations of multinational pharmaceutical companies. The project’s scope included 3 countries and 6 therapeutic areas.
NEEDS
Identify added value services ideas for patients and other stakeholders, in the mature products division.
IMPLEMENTED PROCESS
Mix of qualitative approaches (Etnos, Shopping Trip, IDIs, Bulletin Boards) to achieve an in-depth understanding of stakeholders and desk research gathering information from studies the client has conducted to date.
The process ended with a meeting attended by regional brand leaders.
Results
Of the total inventory of solutions considered, the five with greatest potential and which best address the needs were chosen. These were implemented starting in 2016.
Results
Of the total inventory of solutions considered, the five with greatest potential and which best address the needs were chosen. These were implemented starting in 2016.
