Understand the prescribing characteristics of dermatologists. Objective: Segment dermatologists and identify the key target segments for future promotion.
Business Challenge
The growth of sales in the plaque psoriasis market for biologicals had not lived up to expectations. More effective targeting of dermatologists was required which would lead to them being higher biological prescribers in the future.
Solution
A qualitative phase of 100 interviews in UK, France, Germany, Italy and Spain followed by 200 quantitative online interviews lasting 30 minutes with dermatologists.
Results
Subsequent segmentation analysis and discussion allowed the market segments to be identified. A classification tool was then provided so KAMs, could identify the type of physician falling into each segment.
