The challenge
The client needed to understand emerging product positioning, physician adoption trends, barriers to adoption, and therapeutic economics in a category that was changing quickly after launch for use in its own launch planning and market development strategy development.
The solution
BCE performed targeted research with key opinion leaders, market participants, and industry analysts to capture early insight into how the market was forming and how adoption would evolve in the near term. BCE structured the engagement to pulse the market again at roughly five and nine months post-launch, allowing the client to track shifts as they happened.
The results
BCE identified the specific clinical and economic hurdles limiting broader physician adoption, including limited perceived impact on disease progression and high patient burden. The work also gave the client a clear plan for tracking adoption drivers and barriers as the market matured and the client asset got to launch stage.
