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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 Services

Product 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
more information about Positioning Study Services