Commercial leaders across biopharmaceutical companies invest millions of dollars each month on developing insights to inform their understanding of the market and their own brand ambition, determining where to play and how to win. And it is no wonder: The pressure to succeed at moments of truth like launch has never been higher.
This has led to ever-growing insights budgets to invest in large-sample qualitative interviews with every form and segment of healthcare provider, institutional decision-maker, payer, patient, caregiver and patient advocacy group.
The voice of the customer is crucial, but too often the vast majority of insights investment is spent on exploratory insights generation that inform a general point of view but nothing deep enough to offer a brand the true opportunity to step up and do something different that matters in the market.
Unsurprisingly, there is a better way. By taking a more scientifically rigorous approach to insights generation, commercial teams can make their brand insights investment pay off by developing a deeper customer understanding and realizing potential cost savings.
Read the latest article by Sean Rapson, Senior Principal, EVERSANA MANAGEMENT CONSULTING, to see how applying the scientific method to commercial services can deepen the insights that are essential to your pharma brand and market strategy.
Read the article below:
Sean brings experience gained through various internal commercial roles at a premier biopharmaceutical company and as a consultant advising leading biopharmaceutical clients. His focus is on defining and delivering corporate, portfolio, and brand-level vision…