Buying behavior study
The client is a Healthcare Market Research and Consulting firm . It wanted to understand the major hurdles to the prescription of NCE in patients exhibiting dislipidemia with Type II Diabetes Mellitus.
- An in-depth understanding of current treatment patterns was required along with current difficulties in attaining end-points of glycemic control and normal lipid levels. HBG decided to go with 6 focus group discussions with cardiologists – the target physician group with 6 cardiologists in each group.
- Cardiologists in each moderated discussion were probed on current difficulties in attaining end points of normal lipids and glycemic control . Evaluation of current therapy options and statin therapy in attaining end-points was discussed. In-depth probing was also done on a new drug to provide better dyslipidemia management with additional benefit on glycemic indices. Barriers & drivers to trial and subsequent adoption of the new drug were assessed.
- The deliverables included word transcripts, video recordings of the FGDs and word summaries of each FGD . An executive report with recommendations was also included. The research helped the client position the new drug appropriately with consulting cardiologists in major hospitals.