Identifying prescribing drivers & barriers to ensure growth

impact summary

Illuminated specific areas of opportunity to increase client share for prescriber and patient profiles

Client updated prescriber messaging to focus on newly identified drivers of incremental share

Luminas unpacks how an eBC medication can improve share and identify key challenges

SITUATION

A breast cancer treatment expanded from usage in metastatic disease to use in adjuvant therapy for early breast cancer. Initial uptake was robust, but share plateaued quickly post launch.

APPROACH

Conducted a quantitative survey with sections covering prescriber profiling and beliefs, and patient chart details from eligible patients. 

Using a combination of patient and HCP factors, identified patient and HCP groups who would be the easiest to convert and barriers by group.

Qualitative IDIs with specific prescribers who fit the “opportunity” profiles identified to increase share provided color and deepened insights found in the quantitative phase.

RESULTS

• Share in one of two key patient types exceeded forecasted levels

• Our team identified an unexpected challenge in the second key patient type that was preventing further share growth: an HCP desire to use multiple medications in sequence in adjuvant therapy. A strategic approach to this new driver of delayed usage of our client’s product is underway.