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What are HCP beliefs about the pathophysiology and treatment of autism?

What are HCP beliefs about the pathophysiology and treatment of autism?

The Client

Clinical-stage biopharmaceutical company + path-to-market strategy company

The Need

To build a world class positioning for a new autism treatment.

The Action

US Geneticists, Psychiatrists, and Developmental and Primary Care Paediatricians were interviewed on their understanding of the pathophysiology, diagnosis and treatment of autism.

The Outcome

Strong opinions were elicited on specific terms used to describe the experience of autism. It was revealed that treatment choices were driven by, among other things, a need to reduce the stigma associated with the condition. Therefore, HCPs were particularly sensitive to the terminology used in value propositions. There were also some key insights around who the ‘patient’ is – and whether that is the child with autism or their parents. These findings necessitated a significant change in the company’s positioning approach.

Brand Manager, pharma

“This market research pushed our understanding of autism unmet needs beyond the clinical to the everyday lives of the patients, parents and the healthcare providers treating them. It was clear that this was less about positioning a product and more about positioning ourselves as advocates for the community.”

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This market research pushed our understanding of autism unmet needs beyond the clinical to the everyday lives of the patients, parents and the healthcare providers treating them. It was clear that this was less about positioning a product and more about positioning ourselves as advocates for the community.

The client

Clinical-stage biopharmaceutical company + path-to-market strategy company

Brand Manager, pharma

The need

To build a world class positioning for a new autism treatment.

The action

US Geneticists, Psychiatrists, and Developmental and Primary Care Paediatricians were interviewed on their understanding of the pathophysiology, diagnosis and treatment of autism.

Strong opinions were elicited on specific terms used to describe the experience of autism. It was revealed that treatment choices were driven by, among other things, a need to reduce the stigma associated with the condition. Therefore, HCPs were particularly sensitive to the terminology used in value propositions. There were also some key insights around who the ‘patient’ is – and whether that is the child with autism or their parents. These findings necessitated a significant change in the company’s positioning approach.

The outcome