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Long-Range Product Strategic Plan Development for Marketed HIV Drug


Case Study

Scenario: 
  • Pharma company marketing HIV drugs needs to gauge evolving customer habits, attitudes, practices, and perceptions, and develop a 10 year strategic plan.
Background:
  • Quantitative market research company was commissioned by major pharma company to conduct long-range HIV forecasting study as part of strategic plan and needed background information on HIV.
  • Pharma company needed an expert in HIV to conduct interviews with HIV treating physicians.
Objectives:
  • Conduct qualitative market research to gauge evolving market dynamics and perceptions of soon-to-be launched antiretrovirals for the treatment of HIV.
  • Explore evolving opportunities and anticipated challenges for pharma company HIV drug.
  • Provide strategic recommendations and support for quantitative forecasting study survey development.
Approach:
  • Develop screener and discussion guide.
  • Conduct in-person and phone interviews with high volume HIV treaters.
Key Outcomes:
  • Discovered that although newer antiretroviral agents will pose significant threat to pharma co’s HIV drug, the company could capitalize on select pockets of opportunity if greater sales and marketing share of voice could be generated.
  • Outcomes supported forecasting efforts and strategic plan development.