The decision making process behind adopting a new rheumatic treatment

A global pharmaceutical company wants to assess the potential market opportunity for an advanced treatment designed for 2 Rheumatic conditions.

The new treatment was only introduced two years into the diagnosis, the client is uncertain whether patients will be open to switching from the standard treatment.

Armed with a deep understanding of (i) patient & provider reaction to treatment profile; (ii) hesitance and inertia to switch from the existing treatment; (iii) early adopters,  we identified potential enablers and barriers to switching to a new treatment for both immunological conditions.