Differentiate a mature chemotherapy agent used to treat breast, lung & prostate cancer from new competitive products in the three tumour types.
Business Challenge
Compare & benchmark healthcare professionals perception of the chemotherapy agent with its key competitors per cancer market to establish its key differentiating attributes.
Solution
100 specialist oncologists, registrar & consultant grades were recruited for semi-qualitative telephone interviews in the UK & US over a 6 week period.
Results
Findings were used to establish a revised market position and global marketing communications strategy.
