case study: new diabetes product formulation testing

USA 502 Mace Blvd, Suite 15 Davis, CA 95618 United States Tele: (+1) 530-792-8400 BACKGROUND CHALLENGE IMPACT In order to counter the market arrival of generics to its type II diabetes medication, the Client, a large pharmaceutical leader in type II diabetes treatment, intended to market a new formulation for its in-house molecule. Since generic type II diabetes medication already accounts for 70% of all prescriptions in France and reaches 80% in Germany and the UK, slowing down the erosion to generic medication in the market was critical to the Client. To slow down erosion to generic medication the Client developed a new formulation for its blockbuster medication to treat type II diabetes. However, prior to launching the new galenic form on the market the Client needed to test its acceptance with patients and validate which of three different packaging designs consumers would like best. In addition, the study was also intended to define the best communication messaging for promoting the new formulation. SOLUTION In medium and large-size cities across France, Germany and the UK, The MarkeTech Group (TMTG) conducted focus groups with patients and pharmacists to determine packaging option preferences, as well as the most relevant communication messaging. Small rural areas (cities < 2,500 inhabitants) were also studied by performing face-to-face In-Depth Interviews (IDIs) in patients’ homes and in drugstores. These in-home interviews were performed to witness real-life conditions such as: uptake ease, carrying ease, discretion, and storage. As a result of the study, the Client was better equipped to counter generics entry into the market. Overall, the research provided the Client with an in-depth understanding of constraints faced by type II diabetes patients related to their treatment uptake and storage. In addition, validating the main drivers and barriers allowed the Client to understand and tailor the key messaging patients would most identify with for selecting the new formulation, as well as the best packaging option for maximized prescription volumes. EUROPE / FRANCE 3 rue Emile Péhant 44000 Nantes France Tel: +33 (0)2 72 01 00 80 www.themarketechgroup.com MARKET METHODOLOGY MIX South America Europe Qualitative Research Strategic Consulting Quantitative Asia PROFILE CLIENT TYPE PROJECT CATEGORY PRODUCT CREATION LAUNCH PREPARATION Medical Device Medical Imaging Medical Diagnostics Medical IT/eHealth Biotechnologies Pharmaceuticals Technology Assessment Opportunity Analysis Customer and Product Requirements Product Concept Testing Segmentation Analysis Brand Positioning Packaging and Materials Testing Go to Market Planning Pricing PRODUCT MONITORING Customer Satisfaction and Loyalty Post Launch Acceptance MARKET RESEARCH AND PLANNING Custom Market Analysis Market Mix Analysis New Diabetes Product Formulation Testing TECHNOLOGY GO / NO GO North America

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Page 1: Case Study: New Diabetes Product Formulation Testing

USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400

BACKGROUND

CHALLENGE

IMPACT

In order to counter the market arrival of generics to its type II diabetes medication, the Client, a large pharmaceutical leader in type II diabetes treatment, intended to market a new formulation for its in-house molecule. Since generic type II diabetes medication already accounts for 70% of all prescriptions in France and reaches 80% in Germany and the UK, slowing down the erosion to generic medication in the market was critical to the Client.

To slow down erosion to generic medication the Client developed a new formulation for its blockbuster medication to treat type II diabetes. However, prior to launching the new galenic form on the market the Client needed to test its acceptance with patients and validate which of three different packaging designs consumers would like best. In addition, the study was also intended to define the best communication messaging for promoting the new formulation.

SOLUTIONIn medium and large-size cities across France, Germany and the UK, The MarkeTech Group (TMTG) conducted focus groups with patients and pharmacists to determine packaging option preferences, as well as the most relevant communication messaging. Small rural areas (cities < 2,500 inhabitants) were also studied by performing face-to-face In-Depth Interviews (IDIs) in patients’ homes and in drugstores. These in-home interviews were performed to witness real-life conditions such as: uptake ease, carrying ease, discretion, and storage.

As a result of the study, the Client was better equipped to counter generics entry into the market. Overall, the research provided the Client with an in-depth understanding of constraints faced by type II diabetes patients related to their treatment uptake and storage. In addition, validating the main drivers and barriers allowed the Client to understand and tailor the key messaging patients would most identify with for selecting the new formula-tion, as well as the best packaging option for maximized prescription volumes.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

South AmericaEurope

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORY

PRODUCT CREATION