Marketing Strategy Projects
New Market Entry Project
Issue
Client had established its product in one market and wanted to assess entry into a new area with different decision-makers. InSight assessed the market size and accessibility, tested likely physician acceptance, projected market penetration, and developed a revenue forecast
Methodology
- Interviewed opinion leaders in three different specialties
- Interviewed 15 community-based physicians
- Evaluated existing competition and evolving therapies
- Prepared market size and penetration model
- Prepared pro-forma revenue forecast
Results
Enabled client to focus product development efforts into a single disease application.
more information about Product Launch ServicesProduct Positioning Project
Issue
Client with a novel drug for the cardiovascular market wanted to identify the most important features and benefits and likely clinical usage patterns among two target physician groups.
Methodology
- Two focus groups at American College of Cardiology meeting
- Telephone interviews with 50 physicians from both groups
Results
- InSight recommended modification of product positioning and prioritization of the targeted physician groups Self-administered questionnaires at professional meeting
- Results enabled client to reposition marketing messages to be more effective with targeted physicians
- Prioritization of physician groups allowed client to focus resources