While prescribing data and traditional primary market research can tell you which decisions are being made, the why of those decisions is often not clearly understood given the complexities of real-world clinical decision making.
In this case even after traditional research, outstanding questions remained about the role administration played during therapy selection.
Hearing from the right prescribers
We needed to hear from a specific subset of prescribers in the therapeutic area. Target MDs should have a history of prescribing a broad range of treatment options for the relevant condition and access to all modes of administration.
ZoomRx’s curated in-house panel of healthcare professionals and custom tech platform enabled us to reach the right audience and provided them with the ability to take part in the study securely.
What the conversations revealed
- The discussion usually starts with a discussion of injection vs. oral
2. MDs typically assume that orals are preferred over injections. Patients express different levels of engagement when reacting to this assumption.
3. MDs tend to suggest a specific therapy (often an oral). Patients typically trust that the MD's recommendation is the best treatment.
4. When patients conduct their own research on the available medications and develop their own views, MDs are amenable to their input.
Tying the narrative together to understand how administration affects prescribing in real-time
The research shed light on the role administration played in Rx-decisions within the client’s brand’s disease area. It confirmed the importance of the role administration played. In addition, it showed that patient preference for oral was not as clear-cut as conventional wisdom (and MDs) often assumed.
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