Market understanding in rheumatology

After the initial launch of their new asset in a crowded market with established assets, our client observed a difference in uptake between the two rheumatology indications. The goal of this research was to better understand the barriers and drivers of prescribing along the patient journey and to develop a strategy to accelerate the adoption of our client’s asset. We began with analysis of data gaps and existing data available to validate treatment rates, algorithm and trends, biologic penetration, and dynamic market size. This was followed by qualitative market research with R\rheumatologists and KOLs to build upon data analysis, fill in gaps and understand rationale behind prescribing behavior. Ultimately, we identified rational and emotional barriers to uptake across the patient journey as well as specific barrier to uptake in the key indication, but more importantly, we uncovered that the actual opportunity for the client asset was bigger across both indications. This research also provided clear and actionable recommendations to drive further uptake across both indications and helped prioritize the client’s effort by identifying “quick wins” vs. more long-term objectives.