This market research was performed to support a pharmaceutical company in the launch of 2 new indications for Product X (New Oral Anticoagulant): acute treatment and prevention of DVT (Deep vein thrombosis) & PE (pulmonary embolism).
The objective of the market research was to create insights in the current clinical practice of treating DVTs and PEs in 10 Belgian hospitals. Strategic questions were:
First, desk research was performed on both the pathologies DVT & PE and a questionnaire was developed for both indications. This questionnaire was then tested by performing pilot interviews with three types of physicians who have relevant practice in treating DVT / PE. The results of this pilot study were presented to our customer and our methodology was fine-tuned (final questionnaire and confirmation on how results should be presented).
Subsequently, we interviewed 3 to 4 physicians per hospital, for a total of 10 hospitals (Flanders, Brussels and Wallonia). Each of these physicians practice a specific specialty that is relevant in the treatment of DVT / PE: emergency physicians, vascular surgeons, pulmonologists, general internal physicians and/ or cardiologist.
The information gathered via these interviews was then summarised per hospital, both for DVT and PE:
2. Standard treatment flow from the moment the patient enters the hospital until the end of treatment
This hospital specific information was again processed into final conclusions and trends observed in the 10 investigated hospitals. Consequently, the results were delivered both on hospital level (key account management) and general level (strategic management).
The gathered information was presented to the client in a structured way. The results of the market research were delivered by hict during an interactive workshop, and gave an answer to the predefined strategic questions and therefore contributed to determine the company’s new strategy for the launch of Product X for the 2 new indications.