Client is a global medical devices leader with strong presence in syringes market.
The Company’s R&D department has developed a concept of pre-filled insulin syringes that it intends to evaluate the market feasibility to prepare and present a business case to its management for a go/no-go decision. The client needed an agency with strong on-the-ground presence in India and large KOL network with strategic capabilities to assist it with the assessment.
Artixio’s team has decades of experience supporting strategic commercial decisions using combination of strategies based on insights gathered through primary and secondary sources. The Client’s situation required a qualitative assessment of prescribers, patients to understand the user behavior, price sensitivity, and cost of treatment, prescription patterns and available treatments/competition to recommend a suitable strategy.
Artixio’s 10,000+ KOL network across India and over a decade of on-the-ground primary market research experience positioned Artixio to draft and deploy a plan.
Artixio helped in identifying key market intelligence questions need to be addressed and thus drafting a questionnaire to collect the information.
Artixio deployed a team that travelled in different regions in India to interview general practitioners, diabetes specialists.
The qualitative inputs were assessed a strategy workshop was conducted with Client’s multi-disciplinary team including R&D, marketing, strategy and commercial to evaluate potential strategic outcomes based on insights generated.
Our team clearly provided benefits and disadvantages of available strategic options driven by
Doctors’ perception of market and prescribing behavior
Cost of treatment and affordability across income groups
Patient lifecycle value
Patients’ compliance to treatment
Competitors’ advantages, strategies and campaigns
The Client was able to arrive at a strategic decision within 4 months of engaging with Artixio.