Identify physicians’ prescribing habits and disease management in order to reveal brand positioning in terms of image, preference and equity, and identify any unmet needs.
Mixing perception questionnaires and patient diaries filled-in by physicians (based on active patient cases) ensures an overall image of physicians’ daily practice and a more in-depth analysis of real-life treatment patterns.
Physicians’ treatment and prescribing habits are influenced by several components (efficacy and therapeutic benefits, emotional benefits and personal experience, company support and promotion etc.), each having a different impact on brand preference.
Should focus on creating partnerships with physicians by offering access to scientific information, support programs for patients, effective and innovative treatment options etc.