BUYING PROCESS CASE STUDY

1.
Background:

A mature medication brand was suffering from a significant decline in market share and wished to update its knowledge of the competitive landscape. Key questions included:

• To what extent had the buying process evolved over the past few years?
• What are the leverage points that impact physicians’ and patients’ selection of a medication in this category?
• At which intersections in the buying process will the brand have the most opportunity to impact prescribing decisions?

2.
Process:

Phase One: Internal Interviews

• Explored internal hypotheses regarding the brand’s key leverage points
• Conducted an audit of previous market research

Phase Two: Buying Process Fieldwork

• Explored reactions to client’s product and competitive pipeline products
• Interviewed non-prescribers (patients, pharmacists, case manager, social worker, etc.) to obtain a 360-degree view of the process

3.
Outcome:

• Interactive Team Synergy Workshops with stakeholders to facilitate the adoption of the findings across the company
• Clear, detailed buying process schematics used across multiple functions in the company
• Prioritization of key leverage points, with recommendations for where the brand should focus its efforts for maximum impact.