This client wanted to determine the drug usage and awareness levels of therapies (ATU) of a specific oncology treatment in the U.S., Canada, and Europe over time. They wanted to identify target market segments and treatment strategies to position a new therapeutic agent.  In addition, management wanted to identify the purchase drivers in their target market.

To monitor the perception, usage, trial, and awareness of a new cancer therapeutic agent relative to other treatment options over a period of time.

This study was conducted using multiple recruiting tactics (phone and e-mail) followed by a web-based survey. Each participant received an e-mail containing introductory information and a link to the survey. To enhance the response rate, participants were offered an honorarium. The same survey was conducted in three separate waves: before, during, and after launching the new therapeutic agent.

The results of this study confirmed that the launch was successful. Both awareness and usage levels significantly increased from one wave to the next. In addition, it was determined that the current therapeutic protocols were not completely meeting the market’s needs. As a result, adjustments were made to the Phase III clinical trials to match the protocol needs of the market.

Voice of Customer
Major Academic University

Needs Analysis
Medical Product Manufacturer

ATU (Awareness, Trial, Usage)
Pharmaceutical Company