With a product under development for osteoporosis, a leading pharmaceutical company wanted a better understanding of the market it would be entering. Specifically, the company wanted to understand the patient segments for osteoporosis market and what both diagnosed and undiagnosed customers understand about osteoporosis, what they are discussing with their physicians and any concerns they have about medication treatment and long-term consequences of living with the disease.
How educated are women (ages 50 - 85) about osteoporosis and what are their views, considerations and concerns about medication therapy?
To find out what the patient segments think about the diagnosis, treatment and management of osteoporosis, Answers & Insights went straight to potential customers themselves.
Using its proprietary database of more than 500,000 healthcare professionals and consumers, Answers & Insights conducted in-depth, thorough interviews with open-ended questions that allowed the interviewers to probe for more information to establish views and behaviors around the disease state of osteoporosis.
With a greater understanding the market space, the pharmaceutical company was able to determine the best points of entry with consumers, the type of information they were seeking, and ways to leverage the patient-physician relationship.