PSYMA GROUP AG
Fliedersteig 15 - 17
90607 Rückersdorf / Nuremberg
Germany
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In a dynamic and competitive environment, it is critical to recognize issues and anticipate market changes early on. That is why we help our clients understand current perceptions and behaviours, identify any incongruence with product positioning and provide insights to leverage new opportunities or combat new challenges.
Healthcare is typically not as fast-paced as consumer goods; however, ongoing user feedback is an essential part of keeping a brand ‘healthy’ over time. By recognising market changes, companies can react accordingly to stay ahead of the competition.
The business issue
Our client had launched an innovative oncology product for a solid tumor and faced competition from several similar therapeutic approaches. The main objective was to track product perception and usage as well as that of key competitors to optimize marketing and sales activities.
Our solution
To capture changes over time, a quantitative approach was employed. The questionnaire length and structure were designed to generate comprehensive and in-depth insights. By only interviewing our client’s target physicians, acceptance of the results among internal client stakeholders could be maximized to encourage uniform and successful implementation of changes.
Our impact
During each survey wave, the analysis of the results was aligned with the client’s marketing goals. Benchmarks and KPIs were defined in advance to enable easy measurement of success rates and quickly identify any weaknesses. By triangulating various data points and using multivariate analysis, we uncovered drivers and barriers to market success, which provided concrete input for optimizing the client’s communication and sales strategy.
Mapping the paths that patients and their caregivers take – covering all the stations and detours – can be invaluable in identifying leverage points and Moments of Truth where decisions can be positively influenced.
The business issue
A medical devices manufacturer sought our support in gathering input to develop eye surgery communication materials. Specifically, our client wanted to better understand the patient journey around laser vision correction (LVC) procedures for patients paying out-of-pocket.
Our solution
To fully understand the patient, we conducted exploratory deep-dive interviews with individuals who recently underwent LVC. We uncovered their emotions, thoughts, and actions at each stage of the decision-making process. A range of creative techniques, such as mood curves and event cards, helped patients verbalize their experiences and capture their emotions in detail.
Our impact
By highlighting expectations, fears, and concerns that prevent patients from investing in LVC at each stage, we built the foundation for a data-driven communication strategy. Furthermore, our mapping of the patient journey clearly illustrated current barriers and concerns at the most crucial drop-off points.
Through competition and loss of exclusivity, brands face ongoing challenges in retaining market share and upholding prescribers’ value perception. Strategies to maintain and develop positioning long-term are essential.
The business issue
A manufacturer of a market leading Rx product identified clinical differences between originator and generic versions of drugs in their molecule class. In the face of LoE (Loss of Exclusivity), our client wanted to understand to what extent this information could impact physicians’ perception of originator and generic drug versions.
Our solution
In-depth explorative interviews and workshops were conducted across 7 countries with 9 physician target groups. Projective psychological techniques and constellations – in which physicians embodied relevant drugs – were used to reach implicit brand and class perceptions, both based on current knowledge and after understanding data on new developments.
Our impact
We were able to deliver clear guidance on the potential impact of changing the drug class paradigm on prescription behaviour. Furthermore, we could give guidance on implications for our client’s image as well as the commutation challenges for different target groups. This allowed our client to tailor their campaign rollout and refine communication.
Through competition and loss of exclusivity, brands face ongoing challenges in retaining market share and upholding prescribers’ value perception. Strategies to maintain and develop positioning long-term are essential.
The business issue
An international pharmaceutical company was aiming to unify several different products under a new umbrella brand after merging with a local leading competitor in Germany. The new umbrella brand would aim to leverage the positive image of the existing, well-established product brands while bundling competing product categories into a single portfolio.
Our solution
To capture reactions to this unified portfolio and identify potential reasons it could be rejected, focus groups with different specialties were conducted. The groups explored how different manufacturers in the product categories were seen and where the different individual products were currently positioned in prescribers’ minds.
Our impact
Only a small share of HCPs rejected the idea that one company would offer competing products in their portfolio. We were able to give the company the ‘green light’ for introducing their comprehensive portfolio and umbrella brand as planned. Furthermore, outlining clear-cut product differentiators helped alleviate the impression of competition.
