Situation
Our client's brand team was preparing counter launch strategies against two new products for breast cancer expected to reach the market within the next year.
To refine and evolve their brand strategy, they needed to identify the critical issues around its positioning and patterns of use in seven European countries - Belgium, France, Germany, Italy, the Netherlands, Spain and the UK.
IMS Oncology Approach
We completed face-to-face interviews with a representative sample of oncologists treating patients in each of the countries. Their responses were analyzed and products benchmarked, and the degrees of physician satisfaction with brands across a broad range of parameters were established.
We worked with the local brand team members to identify country-specific opportunities and threats. These took account of the ranking of oncologists' perceived needs for breast cancer treatments as well as the key drivers for each of the patient segments targeted by the regimen.
Benchmarking analysis within usage
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As first line therapy in advanced disease benchmark against best in class
Product attributes for Breast Cancer
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Outcome
Based on IMS mapping and modeling techniques, the oncology team gained a full understanding of current brand positioning in all seven countries and a clear sense of which treatments were considered most successful and why.
These insights were supported by the in-depth experience of IMS oncology consultants in evaluating and interpreting market context, maturity and crowding. They provided clear and actionable recommendations for the improvement of current performance within the context of preparations to counter the upcoming launches.