The client, a leading pharmaceutical company, was evaluating the idea of introducing a new product in Diabetology and Cardiology space in India. This new product is known to be safer and is priced higher as compared to the product that is currently being used
In particular, the objectives of the study were to determine:
- The products that are being prescribed currently.
- The differences in perceptions of products under consideration by severity of disease.
- The likelihood to prescribe the new product.
- The price customers are willing to pay for the new product.
- The most important product attributes
- The project team at HBG (Healthcare Panel Company) conducted 600 CATI surveys
- The study was conducted in 25 cities all over India with fine split in Metros , Tier I, Tier II, and Tier III cities
- Interviews were conducted equally among Cardiologist , Diabetologist, Consulting physicians and General practitioners.
- High Beam Global conducted 600 interviews maintaining a representative split among cities , specialties and different kinds of hospitals for accurate results of the study
- The data from the survey was analyzed using frequencies and cross-tabulations and in-depth insights obtained for various practice conditions and specialties. The analysis yielded usable results on a) current prescription patterns and first line of treatment b) therapy end-points that physicians try to achieve and current evaluation of achievement in terms of percentage of patients c) satisfaction with current therapy options d) incidence of side effects in current formulations . In addition, in order to understand acceptability of the target drug, we looked at different drivers of prescription for new drugs and physician’s mean willingness to prescribe the new drug for different indications of TGL, HDL and LDL.