Positioning concept test for a pulmonary drug in Poland
Market research agency
Our client sought assistance in getting their drug introduced in the treatment of chronic obstructive pulmonary disease (COPD). Although they had an idea for the global positioning of their product, our client wanted to ensure that the positioning would work on the Polish market. The client therefore needed to explore existing treatment schemes used on the market to see how the new product positioning would match the local market conditions.
PMR conducted a series of in-depth interviews with pulmonary disease specialists in Poland in order to understand how patients are categorized and which treatment patterns are applied to each patient sub-group. During the interviews, we tested our client’s positioning concepts to verify the fit in the treatment practice used by local physicians. Further, we explored the extent to which the positioning concept appealed to and convinced physicians.
Due to our frequent involvement in projects relating to the medical and pharmaceutical sectors, PMR created a medical panel. Thanks to this specially created body, PMR was able to meet the client’s goal: access a specifically targeted group of physicians in a very short period of time.
Value for the client
Our client was able to confirm previous assumptions and to adjust various details of their communications with physicians. This also ensured the client’s positioning was clearer and more convincing for the target audience. On the basis of the local approach and our market understanding, we were able to provide the client with relevant recommendations about the new positioning strategy.
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