What drives HCP prescribing behaviours in Bipolar and Schizophrenia?
What drives HCP prescribing behaviours in Bipolar and Schizophrenia?
The Client
The Need
The Action
The Outcome
Path-to-Market Head
“This was the first time we had taken market research beyond analysis of verbal responses to examine the deeper beliefs and emotions driving those responses. It was an eye-opener and a technique that we will certainly be employing again. It gave our pharma client a competitive edge both pre- and post-launch.”
This was the first time we had taken market research beyond analysis of verbal responses to examine the deeper beliefs and emotions driving those responses. It was an eye-opener and a technique that we will certainly be employing again. It gave our pharma client a competitive edge both pre- and post-launch.
The client
Pharmaceutical company + path-to-market strategy company
Path-to-Market Head
The need
To gain insight into how HCPs might react to the introduction of a new depot medication for Bipolar and Schizophrenia.
The action
US Psychiatrists with a significant caseload of Bipolar and Schizophrenia patients were interviewed in-depth. Their verbal responses were analysed within the context of their body language, tone of voice, facial expressions, and behavioural and verbal patterns to identify subconscious beliefs and emotional prescribing drivers.
Multiple barriers to depot uptake were identified, including needle aversion among Psychiatrists and paranoia of injections among patients with Schizophrenia. Action was taken to review how the product could be positioned in light of adherence and other key benefits of depot delivery.