What are HCP beliefs about the pathophysiology and treatment of Alzheimer’s disease?
What are HCP beliefs about the pathophysiology and treatment of Alzheimer’s disease?
The Client
Multinational pharmaceutical company + path-to-market strategy company
The Need
To gain insight into HCPs knowledge and beliefs about the pathophysiology of Alzheimer’s disease and to explore how this might impact their prescribing behaviours. In particular, is there any variance in knowledge and beliefs between target markets?
The Action
Neurologists, Psychiatrists, Geriatricians, and PCPs from the US, Germany and Japan were interviewed on their beliefs, treatment choices, and the appeal of four potential new products.
The Outcome
Knowledge, beliefs and emotional reactions were vastly different between the US and Germany/Japan, which was primarily driven by differences in HCP education and training. This impacted reactions to product concepts and helped the company find the best value proposition for different markets.
Global Marketing Director, pharma
“While I was expecting differences between markets, I was not expecting such contrasting emotional reactions to the product concepts we presented. The findings created a great deal of internal discussion, stimulated further research, and informed our final value proposition and route to market.”
While I was expecting differences between markets, I was not expecting such contrasting emotional reactions to the product concepts we presented. The findings created a great deal of internal discussion, stimulated further research, and informed our final value proposition and route to market.
The client
Multinational pharmaceutical company + path-to-market strategy company
Global Marketing Director, pharma
The need
To gain insight into HCPs knowledge and beliefs about the pathophysiology of Alzheimer’s disease and to explore how this might impact their prescribing behaviours. In particular, is there any variance in knowledge and beliefs between target markets?
The action
Neurologists, Psychiatrists, Geriatricians, and PCPs from the US, Germany and Japan were interviewed on their beliefs, treatment choices, and the appeal of four potential new products.
Knowledge, beliefs and emotional reactions were vastly different between the US and Germany/Japan, which was primarily driven by differences in HCP education and training. This impacted reactions to product concepts and helped the company find the best value proposition for different markets.