Case Study
Ophthalmology
Details
- Therapeutic area:
Ophthalmology
- Number of respondents recruited:
2
- Methodology:
Qualitative research
- Country:
France
Project Objectives
Our client, a pharmaceutical company, sought insights into the dynamics of the ophthalmology market in France, particularly concerning the potential replacement of Lucentis or Avastin in the treatment of Age-Related Macular Degeneration (AMD) with a new Monoclonal Antibody (MAB). With the prevalence of off-label usage of Avastin due to cost considerations, understanding the landscape and receptiveness to new treatments posed a significant challenge.
Challenges
The client’s challenge was twofold. Firstly, hospitals in France, despite predominantly using Avastin due to cost considerations, were reluctant to openly acknowledge this off-label use. Secondly, introducing a new MAB into an already confused market posed potential disruptions. Payers were hesitant to discuss internal hospital practices, making it complex to discern the new product’s potential role.
- Secrecy surrounding off-label use
Hospitals, while economically driven to use Avastin, were unwilling to openly admit its off-label usage. - Market confusion
The ophthalmology market in France was already confusing, and the introduction of a new MAB could amplify this confusion. - Reluctance of payers
Payers were uncomfortable discussing internal hospital dynamics related to AMD treatments, creating a challenge in understanding the market landscape.
The Med Planet Solution
Leveraging our long-term partnerships with key payer entities, we identified and engaged high-level respondents who could provide accurate insights into current practices and anticipate future trends. Quick access to these respondents enabled the integration of payer perspectives into the broader research project.
- Established partnerships
Utilising existing relationships with key payer stakeholders facilitated the identification of high-level respondents. - Expert moderator
An internal moderator with extensive experience in ophthalmology and a deep understanding of AMD was selected. This enhanced our credibility with both the client and respondents. - Holistic integration
The payer-specific research was seamlessly integrated into the overall project, providing a comprehensive view of the market dynamics.
Client Impact
The client was impressed by the insights garnered from the research, given the complexity of the French market. They acknowledged the difficulty in exploring a market where off-label usage is common but concealed. As a result, they expressed a desire for continued collaboration, extending the project to include insights from patients and caregivers.
Conclusion
Med Planet’s strategic approach to qualitative research enabled the client to gain invaluable insights into the French ophthalmology market, paving the way for informed decision-making regarding the introduction of their new MAB product. By navigating the intricacies of payer dynamics and off-label usage trends, Med Planet facilitated a deeper understanding of market dynamics, thereby contributing to the client’s strategic objectives in the evolving landscape of AMD treatment in France.
