Data Integration
VPMR is uniquely positioned to provide integrated primary research and secondary longitudinal data solutions to better understand attitudinal influences on actual market behavior.
Through our relationships with secondary data providers, VPMR has access to resources unlike any other primary research partner, thus providing enhanced sampling and strategic insights.
- Precisely target physicians and identify patient segments of interest for primary research studies.
- Target physicians based on behavior (early adoption, switching, high volume prescribing) and explore rationale and drivers for behavior.
- Track important changes in behavior on an ongoing basis from both a primary and secondary approach
| BEHAVIORS Longitudinal Data (LD) |
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ATTITUDES Primary Marketing Research (PMR) |
|---|---|---|
| Integrating two data sources will enhance the overall research findings | ||
| What physician/patient segments exist in the market? |
| How does each segment think and behave differently? |
| What is the uptake of our newly launched product? | |
Why are only some physicians prescribing our drug? What are the drivers to adoption and barriers to non-adoption? |
| What is the volume of switching away from our brand? | |
Why are physicians switching away from our brand? What would encourage switchers to return to the brand? |
| What is the level of compliance and persistency with our brand versus our competitors? | |
Why are patients non-compliant and/or non-persistent with our brand? How can we improve compliance and persistency? |
| Who are the users and non-users of our brand? | |
What attitudes/beliefs differentiate users from non-users? What strategies are needed to convert non-users to users? |
| What was prescribing volume prior to the promotional effort? What was volume post-campaign? Given the value of additional script writing minus the cost of the program, what is the return on this investment in dollars? | |
In allocating promotional dollars, which specific promotional programs have the greatest impact on prescribing? |
| Using analogs for similar products/ therapeutic categories, what is the expected share for this product's first year (prior to PMR point estimate) and what share can be expected for the next 4 to 8 years? | |
Given various clinical trials/outcomes, what is the preference share estimate one to two years post launch? |