This month we look at measuring the impact of clinical data application on physicians’ attitudes and behaviour. Just how does statistical significance or insignificance of a trial translate to opinions and ultimately prescribing behaviour?
Disclosure of data from large, international randomised clinical trials is one of the most powerful events impacting a pharmaceutical company’s financial trajectory and forms the basis of business planning and forecasting.
It is crucially important to be able to understand the perception of the data from the medical community to be able to develop business plans accordingly.
Future Thinking recently carried out a project on behalf of a large global pharma client who needed to understand the opinions and perceptions of HCPs about data disclosed from a major international clinical trial. The business objective was to maximise the impact of the data and ultimately improve the uptake of one of their marketed brands, by prescribing it to new patient profiles amongst two existing HCP specialities, but additionally amongst a new emerging speciality.
You can download the case study below to see how we applied TURF analysis to achieve their objectives.Download case study
For more information on our approach to pharma research please contact Mo Muhsin on +44 (0) 3333 208 220