SITUATION

Launching a new treatment in the chronic lymphocytic leukaemia (CLL) market presents significant challenges due to its highly competitive and rapidly evolving nature. The substantial heterogeneity among patients further complicates efforts to establish a distinctive positioning and compelling value proposition that effectively engages healthcare professionals and encourages prescribing behavior.

APPROACH

Research Phase

• Surveys: Conducted comprehensive surveys to gather quantitative data on HCPs’ prescribing behaviors, attitudes towards new treatments, and patient management practices.
• Depth Interviews: Performed qualitative interviews to delve deeper into individual HCPs’ motivations, challenges, and informational needs, providing nuanced insights beyond quantitative metrics.

Data Analysis and Segmentation

• Cluster Analysis: Applied advanced statistical techniques to the collected data to identify distinct HCP segments based on prescribing drivers and barriers.
• Persona Development: Defined detailed personas for each segment, encapsulating their unique characteristics, preferences, and potential responsiveness to the new treatment.

Strategic Positioning and Value Proposition

• Optimal Positioning: Utilized the segmented data to determine the most compelling positioning for the new treatment that would resonate with each HCP persona.
• Value Proposition Exploration: Developed tailored value propositions addressing the specific needs and concerns of each segment, enhancing the relevance and appeal of the treatment.

Sales Enablement and Narrative Development

• Sales Foundation: Created resources, including a profiling tool and discussion guides, to assist sales teams in identifying HCP segments and engaging them effectively.
• Launch Narrative: Crafted a cohesive and persuasive narrative for the product launch, informed by the insights gained from segmentation and positioning, ensuring alignment across all communication channels.

OUTCOMES

This methodical approach yielded significant benefits:

• Strategic Customer Prioritisation: Enabled the brand team to focus efforts on high-priority HCP segments, optimizing resource allocation and engagement strategies.
• Tailored Engagement Plans: Facilitated the development of customised engagement plans for each HCP persona, enhancing the effectiveness of interactions and fostering stronger relationships.
• Enhanced Sales Conversations: Equipped sales representatives with in-depth insights and targeted messaging, leading to more meaningful and impactful discussions with HCPs.