Accelerating Insights to Support Your Commercial Strategy

Select a Phase to learn how HRA® creates value to every stakeholder at every stage of development, or select Conferences to discover how our live conference research can provide the answers you need.
Positioning
  • Which product benefits resonate the most with key stakeholders and motivates them to take action?
  • What unique product benefits create the strongest advantage for the brand?
Segmentation
  • Who are the specific customer segments for the brand?
  • Which of these segments provides the greatest potential for brand adoption?
Demand
  • What is the commercial potential for the brand?
  • What stakeholder characteristics drive brand use (HCP, patient)?
Messaging
  • Which messages drive stakeholder motivation to take action?
  • Which messages and concepts differentiate the product and create a sustainable advantage in the market?
  • How do the messages align with the brand strategy?
CASE STUDY: LAUNCH SUPPORT FOR NEW PRODUCT

Client Business Need:
Our client was preparing to launch a new product in a highly competitive market; the data on their product showed a significant advantage in comparison to other products on the market.

HRA Recommended Approach:
We suggested a research plan to segment HCP influencers to understand attitudes and behaviors related to treatment options. A strategic approach included qualitative research to define HCP-treater role and quantitative research to quantify the potential impact of this new product and its effect on market behavior.

Insights:
Existing products were acceptable for many patients but HCPs confirmed the new product would provide an advantage; treatment pathway was complex for treaters across sites of service. Clients could benefit from a market education program to define best practices, which would increase their impact at launch.

Impact on Brand Strategy:
The HCP treatment algorithm with best practices were incorporated into launch plans; sales, marketing, and business teams were aligned on core messages across stakeholders, resulting in a successful launch.