A market opportunity study

Background and objectives

Our client wanted to understand the market potential for a biological in its primary target indication of psoriasis in the top six markets. Main research objectives were related to gaining deep understanding of awareness, perceptions of current drugs, unmet needs, potential usage of a biologic, opportunities and barriers to administration, and ideal product profile.

Approach

We took a two steps approach:

• Secondary research: current market analysis, epidemiology, audit of future pipeline
• Qualitative research:
  • 15 in-depth interviews per market, with quantification from five patient record forms per respondent.
  • We also interviewed 10 payers and insurance company personnel.
  • We tested product concepts using the Juster scale to compute peak share for modelling forecasting.

Results delivered

Report presentation and strategic recommendations focused on:

• Market understanding, patient segmentation and target segments for client's drug
• Unmet need and opportunity for our client's product
• Ideal product profile

Patient insight via ethnography

Background and objectives

Our client aimed to gain insights and deep understanding of rheumatoid arthritis (RA) patients and care givers, including:

• Fears and hopes of living with a condition, current life situation, limitations and emotions caused by their disease
• Unmet needs through communication about their particular situation and their informational requirements
• Patient segmentation based on needs

The study involved seven countries: the USA, Canada and five in the EU

Approach

We proposed an ethnographic approach, in two subsequent steps:

• Ethno interviews with patients:
  • Respondents were required to write a 7-day diary describing everyday challenges, difficulties etc., and to collect photos/pictures/images to show emotions and feelings
  • A full day observation with an in-depth interview followed in order to probe relevant aspects and video record the most representative situations
• Focus group discussions with patients and carers to discuss communication needs and expectations

Results delivered

• Report and recommendations expanded with pictures and images submitted by the respondents to give the client a vivid taste of their experiences
• Areas covered in the report included:
  • Top challenges in living with RA, key feelings and emotions of patients and care giver
  • Differentiating variables and patients' needs based segmentation
  • Patients' support: current, expected and ideal
  • Information gaps, communication style

Brand communication via semiotic

Background and objectives

We undertook a simple semiotic desk analysis of five website homepages.
We selected five biological products sharing an indication for RA - as Lifescience Dynamics has a strong experience in this therapy area - and we analysed the European homepages of Remicade, Mabthera, Enbrel, Raptiva and Humira.

The main objective was to understand how each homepage communicates in terms of codes, themes, stories and values in order to map the competitive communicational environment.

This type of analysis could help companies improve graphic layout, contents, internal consistency and distinction of their website.

Approach

We applied a systematic analytical grid - "the generative path of signification" from Greimas & Floch theory - to examine texts, symbols, codes, cultural patterns, contexts, discourses, themes and values which structure and give sense to these five homepages. The grid covers four levels of analysis:

• Text and codes - what we see, listen, taste and touch at the surface of "texts"
• Themes - tone of voice, language style and how we express ourselves
• Stories - chains of meaning, narrations and the stories we tell
• Values - basic beliefs which shape meaning at a deeper level

Results delivered

• A map showing the positioning of each homepage on the semiotic square as a possible starting point for understanding communication/sensory codes and values related to this market/sector
• Detailed analysis of each homepage, including:
  • Assessment of the internal fit/consistency throughout the various levels where meaning is generated
  • Recommendations to make the page more effective, distinctive and internally consistent