THE PROBLEM
A new medication that improved patient quality-of-life missed market projections
The executive team was concerned that a recently-released medication was underperforming. Our client, the marketing team, needed fast insights into patient behavior to update the marketing strategy.
Our client had used traditional market research such as conducting focus groups with patients and providers. The team suspected formal research settings weren’t accurately capturing the patient experience. The client needed fresh perspectives to revamp their marketing strategy and new insight into the patient experience and decision-making process.
THE METHODOLOGY
Leveraging best-in-class research tools to capture patient voices in real-time
Salura’s Insights Engine analyzed patient experiences throughout their journey, expressed in their own words. It identified decision influences, information sources, treatment barriers, and adherence challenges that didn’t surface in standard market research.
Salura delivered the client a detailed insights report featuring findings related to patient behavior around medication switching, insight into the patient journey in general, and verbatim patient quotes to reinforce key findings.
THE SOLUTION
Market messaging that resonates with the patients’ experience
The client is revamping its marketing strategy with real-world insights from patient narratives. Why these mattered was the motivations and the decision making approaches so that the client knew how to talk about these barriers. For example, PCINT analysis revealed actionable insights, not only around patient decision-making, but also the reasons for patient behavior:
Based on PCINT insights, the marketing team will reframe the benefits of the drug to match patient language about their experience; differentiate messaging from competitors; and develop educational resources with clear guidance for patients.