IMPROVING PATIENT AND CLINICAL ATTITUDES
CGA have worked on a number of projects for Pfizer, delivering commercially focused insight programmes for more than 12 of Pfizer’s key brands, including Viagra, Lipitor, Xalatan, Enbrel and Genotropin, enabling the brand teams to identify key drivers for change required to meet their business challenges.
As one of the world’s leading pharmaceutical companies, Pfizer needed to better understand patient and clinical attitudes towards their rheumatoid arthritis (RA) product. A particular challenge was around better engagement with clinicians to help support patients and their specific needs.
CGA took a deep dive into the RA patient journey to interrogate where patient support could best be deployed. With the help of specialist clinician research, CGA segmented the patient mix into four distinct patient types, each of which was equally important to the clinician, but needed to be treated and supported in different ways.
Appropriate patient and HCP (healthcare professional) interventions were identified for key areas of the business including disease awareness, therapeutic engagement, unified messaging, improving the HCP/patient relationship and compliance.
CGA has supported Pfizer in developing their key relationships by using expert insight techniques to identify delivery gaps, KOL (key opinion leaders) issues, patient understanding, key clinician and healthcare needs.
The improved understanding of the patient experience and of the needs and differences of patient audiences, led to a programme of work which created a unique set of relevant and appropriate tools for all stakeholders, patients and clinicians alike.