Situation
Our client had developed a new cytotoxic regimen for non-small cell lung cancer (NSCLC) and was preparing to launch this new treatment in at least the top five European countries and the USA over the course of the next three years.
IMS Oncology Approach
We evaluated the NSCLC market and structured face-to-face interviews with a representative sample of oncologists treating the disease in each of the target countries. Their responses were analyzed and products benchmarked using the unique IMS Oncology Mapping & Modelling® analytical model.
Range of product performance against needs
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Outcome
Based on this analytical model, oncologist satisfaction with brands was established by plotting product regimen positions relative to three threshold levels - Sufficient, Good and Excellent - for each of the relevant patient segments defined.
We provided in-depth knowledge of priority treatment needs for patients with NSCLC, as well as insights on the treatments deemed most successful by oncologists and the perceived reasons for their success. The company was able to formulate plans to implement its market strategy.
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