Client issue
A leading pharmaceutical company approached CRA’s Life Sciences Practice to assess the future market dynamics for a rare liver disease. A key issue was that the recent approval of therapies for Metabolic dysfunction-associated steatohepatitis (MASH) may change the way current rare liver diseases are managed. With this in mind, the goal of the engagement was to understand key physician characteristics amidst the evolving landscape that could help prioritize HCP segments for market development.
CRA approach
A team from the Life Sciences Practice conducted an in-depth US claims analysis using advanced analytics to understand the concentration of care and size of the rare liver disease treating space. Following this, it surveyed 400+ gastroenterologists and hepatologists across the US and EU to understand their behaviors and attitudes towards rare liver disease management in anticipation of multiple MASH product entries. By combining insights from both sources and leveraging multivariate analysis, the team identified key physician characteristics influencing current and future product uptake. This approach enabled it to categorize physicians into archetypes based on their behaviors, beliefs, and attitudes toward diagnosing and managing rare hepatic conditions, providing the client with a detailed overview of its market and customer base, and how it may evolve moving forward.
Client impact
The physician segments offered the client insights into the opportunities and challenges in the evolving liver disease landscape, allowing the client to assess market readiness, prioritize certain physician archetypes for engagement, and shape the messaging strategy in preparation for product launch.
