The client, a large U.S.-based pharmaceutical company had the leading product in a mature market. There were six products in category, including a new low-price entry. The key issue the organization faced was the lack of clinical differentiation among products which had resulted in ancillary product features being the primary messaging focus.
The client asked BCA to conduct primary market research to understand the following:
- Payer customer’s perception of the category
- Determine what customers valued beyond price
- Understand who customers currently perceive as delivering the best value
- Gain insight on how customers want to be approached by manufacturers
- Develop a customer segmentation matrix with activation strategies for each segment
BCA utilized a combination of qualitative market research approaches that included the following:
- Analysis of current syndicated and available custom market research to analyze trends, drivers, and insights
- Virtual focus groups with key payer decision-makers from both regional and national accounts
- In-depth, 60-minute interviews with both pharmacy and medical key payer decision-makers
- The results of the market research and segmentation outcomes defined the following strategies:
- MSA Growth Strategy – Use current market share leadership position in select accounts to implement focused pull-through activities
- Protect and Defend – Identified high-risk accounts to implement a revised contracting strategy to ensure preferred formulary access
- Maintain – Identified low-risk/low-impact accounts and markets to monitor and maintain
Additionally, BCA implemented a joint-planning process with the Account Management, Brand and Field Sales Leadership Teams to improve execution and communication.