Defining the value of a new schizophrenia product based on customer type
Client Situation
Our client had a new innovation within schizophrenia and was looking to optimise engagements with payers and physicians through a targeted strategy assessing each of their customer needs
Pharma BP Solution
Conducted maximum-difference surveys and pen and paper exercises to identify subconscious and conscious beliefs around schizophrenia, and conducted focus groups with stakeholders per market to identify perceptions of value messages and key value drivers within schizophrenia. Developed payer archetypes to best analyse optimal value communications per stakeholder group.
Client Value
Developed value messaging communication strategies based on payer archetypes highlighting differences in decision making criteria