Commercial Strategy & Marketing Effectiveness

PRIMARY RESEARCH SERVICES

Description: Custom research programs designed for your toughest questions. From HCP interviews to patient communities, we deploy research methodologies that uncover actionable insights.

Key Offerings:

• Quantitative surveys (HCP, patient, payer)
• Qualitative interviews & focus groups
• Ethnographic research & observational studies
• Concept testing & message optimization
• Longitudinal tracking studies
• Specialty patient community research

Case Study 1: Concept Testing – Oncology Diagnostic Device

• Client: MedTech startup developing novel cancer diagnostic (non-invasive blood test)
• Challenge: Pre-commercialization phase; needed to validate value proposition messaging before $50M+ marketing investment
• Approach: Conducted quantitative concept testing (400 oncologists, 300 patients) and qualitative deep-dives (20 focus groups) across 3 geographies
• Results:
  • Identified messaging resonance: “Faster diagnosis with less patient burden” > “Superior accuracy vs. biopsy”
  • Quantified willingness-to-pay: Oncologists valued test at median €890 (vs. €1,200 internal estimate)
  • Patient acceptance: 78% interest to use non-invasive test
  • Optimized messaging reduced marketing cost-per-customer-acquisition by 34%
  • Device launch resulted in 3.2x adoption vs. competitor products without pre-testing
• Methodology: Primary research, customer insights, forecasting

Case Study 2: Message Optimization – Mental Health App

• Client: Digital health company with mental health app; struggling with patient acquisition through content marketing
• Challenge: Messaging wasn’t resonating with target audience; high ad spend, low conversion
• Approach: Conducted qualitative interviews (35 patients), focus groups (4 groups), message testing workshop
• Results:
  • Discovered target audience (young adults 18-28) preferred “community support” over “clinical outcomes”
  • Original messaging focused on symptom reduction; resonated more when framed as “peer support network”
  • Tested 5 messaging variants; optimized variant achieved 3.2x higher engagement rates
  • Rewrote website copy, ad creative, email sequences based on findings
  • Customer acquisition cost decreased 48%; customer lifetime value increased 32%
• Methodology: Primary research, customer insights, competitive intelligence

Case Study 3: Longitudinal Patient Tracking – Chronic Disease

• Client: Pharma company managing commercial lifecycle of blockbuster chronic disease medication
• Challenge: Needed early warning system for brand erosion; wanted to monitor patient satisfaction, adherence, switching rates continuously
• Approach: Established longitudinal tracking study with 500 patients (quarterly for 2 years); monitored satisfaction, side effect perception, competitive switching intent
• Results:
  • Detected emerging safety concern 8 months before regulatory action
  • Identified patient side effect management messaging gap; implemented HCP education program
  • Switching intent increased from 12% → 28% over 18 months (detected early)
  • Competitive response: Repositioned drug in patient communications reducing switching to 18%
  • Brand protected $180M in peak-year revenue through early warning insights
• Methodology: Primary research, customer insights, forecasting