Client Background
Our Client Drives Oncology Advancements Across Key Global Markets
A global biopharmaceutical company planned a new oncology product launch in the UAE, KSA, and Kuwait. As part of their strategy, they wanted to conduct a pre-launch Awareness, Trial, and Usage (ATU) study. The goal was to gather insights on treatment, testing practices, and physician perceptions. These findings would guide the product’s launch strategy and ensure a successful introduction to the market.
Challenge
Overcoming Limited Market Insights Ahead of Product Launch
The client required insights into HR-positive, HER2-negative breast cancer treatments to strategically position their product within existing treatment algorithms. This required a thorough assessment of factors such as market opportunities and target patient population. It also involved analyzing current testing practices, treatment paradigms and unmet needs.
Healthark’s role
ATU (Awareness, Trial & Usage) Study & Strategic Insights Development
Healthark collaborated with the client to conduct comprehensive market research and provide actionable insights that would directly inform their strategic decisions. The research was carried out through a structured, multi-phase approach:
- Hypothesis development & research plan We defined the research objectives and developed a clear plan for data collection. This included surveys, discussion guides (DGs) and the analysis of patient record forms (PRFs) from healthcare professionals (HCPs) in the UAE, KSA and Kuwait. A screening guide was designed to ensure that the selected HCPs aligned with the client’s target accounts (hospitals).
- Conduct primary research for market insights We executed surveys and analyzed PRFs to gather data on treatment regimens, diagnostic practices and physician perspectives. Our research focused on epidemiology trends, patient demographics, testing practices (specific molecular tests), standard of care, physician satisfaction, and comparison of target product profiles (TPP) with market treatments.
- Insights synthesis & KPI development We analyzed screeners, discussion guides and PRF data to identify key findings. This led to a comprehensive report on the market landscape, testing & treatment paradigms and view of accounts (hospitals) in the market. As part of the interim submissions, we also created a brand-specific KPI report incorporating the client’s predefined metrics to monitor product performance over time.
Empowering Tomorrow's Healthcare
This case study highlights how Healthark Insights conducted a comprehensive ATU study to provide valuable market insights for a global biopharmaceutical client. Our research informed the client’s pre-launch strategy and enabled the development of brand-specific KPIs for post-launch success.
Want to learn more about how Healthark’s insights can drive your strategy? Explore our website or contact us today!
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