Differentiating from the Competition

The Client

Multinational pharma + behavioural science consultancy company

The Need

The client wanted to establish their therapy as the preferred first-line treatment in two rare disease areas. However, clinicians showed resistance due to:

Strong familiarity with existing standard treatments
Uncertainty about novel mechanisms of action
Low confidence managing rare conditions
Influence from peer norms and local practice patterns.

The Action

Primary interviews with neurology specialists in three European countries to gain deep insights into unmet needs and prescribing drivers. Reactions were also elicited for four positioning strategies to discover which would be most meaningful for healthcare providers, patients, and caregivers.

The Outcome

A mixed methodology was adopted:

Conducted in-depth interviews and quantitative surveys across 4 markets (US, Canada, Germany, France).
Applied behavioural science frameworks to map prescribing behaviours, beliefs, and decision-making drivers.
Produced a Behavioural Diagnosis Report to uncover root causes of resistance.
Delivered an Actionable Strategy Report with tools such as: An Objection Navigator to tailor responses to different clinician mindsets; Communication guides and peer-validation resources; A simplified adverse event guides; and, Messaging strategies to reduce hesitation and support adoption.

Path-to-Market Head

“Thwart with underlying psychological influencers across stakeholders, Nicola helped us devise a value proposition that had meaning and relevance to healthcare providers, patients, and payers.”

Thwart with underlying psychological influencers across stakeholders, Nicola helped us devise a value proposition that had meaning and relevance to healthcare providers, patients, and payers.

The client

Multinational pharma + behavioural science consultancy company

Path-to-Market Head

The need

The client wanted to establish their therapy as the preferred first-line treatment in two rare disease areas. However, clinicians showed resistance due to:

Strong familiarity with existing standard treatments
Uncertainty about novel mechanisms of action
Low confidence managing rare conditions
Influence from peer norms and local practice patterns.

The action

A mixed methodology was adopted:

Conducted in-depth interviews and quantitative surveys across 4 markets (US, Canada, Germany, France).
Applied behavioural science frameworks to map prescribing behaviours, beliefs, and decision-making drivers.
Produced a Behavioural Diagnosis Report to uncover root causes of resistance.
Delivered an Actionable Strategy Report with tools such as: An Objection Navigator to tailor responses to different clinician mindsets; Communication guides and peer-validation resources; A simplified adverse event guides; and, Messaging strategies to reduce hesitation and support adoption.

The client adopted the new value proposition for the drug and utilised clinician archetype assets to train sales reps and enhance clinician engagement.

Differentiating from the Competition