Pharmaceutical and Healthcare
For decision makers working in the healthcare industry, the rapidly changing environment in which decisions must be made is a constant source of pressure. Q&Q Pharma Research Cell can help you make decisions with confidence. Our experienced healthcare marketing research professionals leverage high-level research, planning, and analytical skills as well as vast experience and knowledge of the healthcare market to help you make the optimal decision at every phase of the product lifecycle.
Q & Q Research Insights has been working with the world class Pharmaceutical organizations in meeting their market research needs. With a well-qualified team of Biochemists, Biotechnologists, Microbiologists,
B.Pharm’s, PhD’s and MBA’s we can boast of authentic, knowledgeable and actionable analysis to your research needs – whether it is launching a new drug in the market, studying the user drug purchasing habits or understanding Doctors views on particular brand or product. We are capable of proposing projects required at each stage of a product’s lifecycle: from development to launch, and on to its maturity.
Types of Research Conducted –
1. Brand Related Studies – including tracking, equity check, concept checks – This can help you find the strengths, weaknesses and opportunities to improve your brand identity among consumers. We carry out qualitative assessments using Focus Group Discussions, In-depth Interviews, Dyads, Triads etc to understand the perception, likeability, recall and impact of your Marketing and Advertising strategy.
2. Market Share Analysis – In order to obtain a holistic view of your product v/s the competition, we can study the market response to your product and sale trends over a period of time. This data is then compared against the competition in order to predict an accurate market share of your product.
3. Comprehensive Doctor and Chemist Surveys – Studying the prescription habits of medical practitioners /physicians as part of pharmaceutical research can shed light into why physicians tend to refer to a particular drug(s) for a particular ailment(s). Data can also be obtained for a huge sample of physicians over a vast geographic area.
4. Market Penetration Studies – This involves studying market penetration of a product (awareness, adoption, usage, etc) and understanding prescription patterns, evaluation of promotional activities, re-positioning of the product etc.
5. Understanding the OTC space – In the OTC space, we cover entire range of activities including launch of new OTC drugs – their media impact, positioning and acceptability. Pre and Post Ad tests of OTC products and feasibility of Rx to OTC conversion.
Our client is a manufacturer of a premium Health Supplement Product, who wanted to understand the feasibility of launching the product in the Indian Market. They wanted to understand the need gaps from the consumer & doctor’s perspective and more importantly pin-point the best medium and platform for launch. The study also consisted of product placements and tasting sessions
Understanding the current usage, attitude and trends in the Vitamins and Minerals Market in terms of brand consumption behaviors, motivators and barriers of consumption. The key need gaps in today’s market were analyzed in order to vet the feasibility of launch of a new Health Supplement in the market.
Sampling and Methodology
16 Focus Group Discussions and 400 consumers Face to Face Interviews. 18 In-depth Interviews amongst Cardiologists, Consulting Physicians, Pediatricians and Gynecologist.
- Q&Q Research Insights could gauge the consumer pulse and attitude towards the particular category of health supplement, including understanding of format preferences, flavor preferences, stigmas associated with the particular ingredient etc, thus aiding the client strategy planning
- We put forward the best platform for launch of such a product – via the doctor prescription channel for the initial 2 years, followed by OTC launch.
- Price Sensitivity Measurement was done, and the optimum price proposition for launch was presented to the client.
- Flavors and formats were tested and the most popular flavor for the Indian palette was proposed.
The client is a large manufacturer of prescription drugs in the Gastro-Intestinal Category. In this study, they wanted to understand the common prescription pattern and matrix for prescription of antacids, PPI’s, enzymes or combination of them. Secondly, the client wanted to establish a three-way matrix between, symptom, choice of formulation, relief sought and finally get insights from doctors on their take on a new product formulation, its associated benefits, reaction, relief anticipated etc.
The main objective of the study was to understand the perception of doctors to a new product formulation devised by the client. The formulation was a novel digestive enzyme used to treat complex digestive problems.
Sampling and Methodology
130 General Physicians, 105 Consulting Physicians, 25 Gastro-Intestinal Specialists across Mumbai, Delhi, Kolkata, Hyderabad and Lucknow.
- It was observed that enzymes were generally not used as first line of treatment instead Antacids + PPI’s are more commonly prescribed. A general feel among doctors was that enzymes need to be prescribed for more complex problems – where antacids, PPI’s, mortality regulators, H2 receptor antagonists etc failed, thus allowed the client to get an understanding of the product fitment in the doctors mind.
- The top 3 reasons for enzyme prescription were established, which allowed the client to position their formulation on the platform for communication strategy planning.
The client is one of the largest names in healthcare management, with a portfolio of over 200 Rx products and over 50 branded OTC products. They wanted to understand the end user compatibility of a dermatological product and the feasibility of direct consumer marketing. In this process, the products’ current equity was measured amongst dermatologists and compared with key players in the segment
The aim of the study was to understand the feasibility of a dermatology product making the shift from being a prescription drug (Rx) to going OTC.
Sampling and Methodology
60 Dermatologists interviewed across Delhi and Hyderabad.
- Q&Q conducted a brand equity check, to understand that the current equity was high in terms of awareness, perceived communication pressure, willingness to prescribe. In such a situation, did the doctors feel comfortable in recommending it for direct consumer use was questionable?
- Since the doctors, did earn high revenue and got repeat customers from the brand, they did not see a great future of the brand going OTC
- However astonishingly, conducting a masked new product communication test revealed, that consumers will be able to safely use the product, without much help from doctors. The communication turned out to be apt for general consumer understanding. Finally, Q&Q proposed carrying out consumer research including end consumers and chemists on a product like this and its feasibility of launch to obtain a 360 degree evaluation.
Increased competition in the pharmaceutical market from competitors and generics was threatening the market leading position of our client’s brand. Research was required to understand the changing market dynamics and inform development of a defensive positioning strategy including optimal pricing
The client wanted to understand the equity of 2 major brands amongst doctors and chemists in order to develop communication and strategy planning.
Sampling and Methodology
150 General Physicians and 150 Chemists across Mumbai, Delhi, Kolkata and Chennai
- The research provided our client with a clearer understanding of both current and estimated impact of competitive threats to the brand and factors influencing this
- Q&Q found that the brand under concern, enjoyed high awareness, recall and prescription both in the minds of doctors and consumers thus leveraging this awareness and likeability of the brand was now devised as part of future strategy to bring in brand variants and formats.
- A detailed SWOT analysis was carried out to determine, how the positioning can be improved and newer platforms was brand placement were suggested.