The benefits of a holistic view of the patient population have far-reaching implications for the growth of a business. In contrast, an incomplete view can negatively impact drug launch, clinical trials and even hamper market expansion efforts. Healthcare and pharma companies are well aware that variations in disease-specifics and environment factors, treatment pathways, and a host of other attributes that define the needs of patient populations contribute to the evolving risks in pharma. Given the complexities, the challenge lies in segmenting and determining how many significant patient subpopulations are present within a single disease category and how different patient cohorts can be reached through targeted strategies.
We help our clients accelerate drug development using advanced market research methodologies and innovative approaches to patient segmentation research that shed light on different patient cohorts- Contact us to learn more about our pharma research expertise.
Challenges Faced by the Client
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Inaccurate Patient Segmentation:
The client struggled to accurately segment patients, particularly from an under-diagnosed population. This hindered their ability to identify granular patient cohorts, affecting their market sizing and planning efforts.
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Lack of Condition Awareness:
There was a significant gap in awareness about the autoimmune condition, which impacted the client’s ability to identify at-risk populations and segment patients effectively for treatment.
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Complexity Due to Multiple Causes and Co-Morbidities:
The condition involved multiple causes and co-morbidities, complicating the segmentation process. This complexity made it difficult to create clear patient cohorts and develop personalized treatment plans.
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Inability to Analyze Patient Behaviors:
Without accurate insights into patient behaviors, the client faced challenges in tailoring treatments and patient engagement strategies, limiting the effectiveness of their approach.
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Misalignment in Messaging:
The inability to segment patients effectively led to messaging challenges. The client struggled to align communication with physicians and patients, reducing the impact of their marketing and treatment efforts.
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Complicated Reimbursement Negotiations:
The lack of clear patient cohorts made it difficult to demonstrate the value of the treatment to payers, leading to challenging reimbursement negotiations and delayed access to the treatment for patients.
Patient Segmentation in Pharma Research: Our Approach
The client worked with our pharma market research team to conduct in-depth patient segmentation research to reach a common understanding of disease progression and key characteristics of potential patient groups. An in-depth understanding of the client’s challenges revealed the need for enhanced transparency on the patient population and the decision-making processes to equip stakeholders with the insights required for decision-making. With this in mind, our segmentation research experts conducted surveys and analyzed the target markets to assess patient behaviors and preferences when making decisions about healthcare and well-being.
We adopted a two-pronged approach that focused on analyzing and segmenting the population in the client’s target markets. The objective was to identify mutually exclusive, homogeneous patient groups based on similar characteristics and diseases progression patterns and realign strategies to meet the needs of different patient groups. In-depth patient segmentation research, focusing on health care needs and disease progression patterns, offered detailed insights on patient cohorts than analysis focused solely on behavior and demographics. The solutions helped identify and understand the population’s needs by extending the scope of the research beyond diagnosed patient groups, learning through key predictors of the disease, and creating and prioritizing meaningful segments.
Discover how our tailored patient segmentation solutions can help you refine your market strategies…
Impact Delivered from Pharma Patient Segmentation Solution
Patient segmentation in pharma research offered a new perspective and fresh insights that aided the client’s drug development process. Our pharma market research experts with deep market knowledge and expertise offered valuable insights that helped the client achieve their objectives within a short timeframe.
Impact delivered
- Improvements in forecasting accuracy
- Targeted patient-engagement efforts based on unique characteristics of sub-segments
- Provided insights into the future of healthcare and the evolution of digital healthcare
- A shift in drug development and launch strategy execution based on accurate market data
Why Choose Infiniti Research for Pharma Patient Segmentation?
Consumers make decisions differently and have unique viewpoints that impact their decisions. In the same way, consumers in the pharma industry also have different approaches to determining which therapy or drug offers value, when and where to seek care at a hospital or choose a healthcare provider.
Our comprehensive approach to pharma patient segmentation research provides insights into how attitudinal and behavioral segmentation can provide a more refined approach to understanding and segmenting patients across different stages of the patient journey. It sheds light on how pharma companies can use data beyond just demographics to identify which segment patients fall into and better target them by offering personalized services.
Contact us today to leverage our pharma patient segmentation expertise and accelerate your drug development process…
