Primary Market Research
Understanding market dynamics of a rare disease
March 17, 20262.4K views
1
Objective
- Understand the awareness, usage and perception of somatostatin receptor nuclear imaging studies for neuroendocrine tumors
- Evaluate current and future testing prescription patterns for nuclear imaging studies
- Assess the relative importance of various attributes that impact the usage of a brand
- Compare and evaluate sales force effectiveness of the client's brand and its key competition
2
Approach
- Designed a quantitative questionnaire with a mix of closed and open-ended questions for respondent categories including oncologists, nuclear medicine specialists and nuclear medicine managers
- Assessed the drug usage, user awareness and perception as well as future trends in somatostatin receptor nuclear imaging studies for neuroendocrine tumors
3
Outcome
- Existing imaging product usage (brand wise and frequency wise)
- Prescription preference and projected volume changes and the factors impacting these
- Attribute prioritization related to decision-making process
4
Client Benefits
- The client gained an enhanced understanding of the awareness and utilization of imaging studies, projected volume changes and the factors influencing these changes
- Obtained a clearer insight into the strengths, weaknesses, opportunities and threats of their own brand and the key competitors
- The research provided a detailed analysis of the effectiveness of the sales force and identified potential areas for gaining a competitive advantage