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How do you drive uptake of a new add-on therapy?
Context
A pharmaceutical company was seeking to understand why adoption of their new treatment in the heart failure space was low and slow.
Challenge
To deeply understand, from the HCP perspective, the current treatment journey around chronic heart failure, with a focus on HCPs’ preferred therapeutic approaches, the behavioural and structural drivers, barriers, pain points around treatment add-on, and HCPs’ receptivity to adopting new treatments for CHF patients.
Our Approach
- Identified 6 drivers and 5 barriers to leverage and/or overcome to guide strategy development
- Used behavioral science principles to unearth the deeper why and behavioral drivers
- Developed 7 tactical recommendations to support overarching strategy
Our Impact
We identified that our client's product had very little share of mind, in a post-COVID world where HCPs were struggling to keep up with a backlog of patients and evolving guidelines. They simply did not have a mental model for how to use this add-on. We identified an opportunity to leverage this shifting landscape and become part of an evolving heuristic by outlining the WHO, WHAT, WHERE, WHEN and HOW for this product to guide communications and corporate and in-field initiatives.
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