PFIZER: OUR MISSION WAS TO BEND THE TREND – AND WE DID!
A Story of Success
Francesco De Rosa, with vast experience from the international pharma industry at various prominent positions within sales, brand and business managing, gives the background to one of his first experiences with Opticom International Research: “At the time, I had taken over a very important Pfizer brand with a five-year legacy of declining market shares and I needed to get a 360 degree understanding of the decision-making process within the growth hormone therapy area” he explains and continues: “My scope was clear: bend the trend!”.
To gain this crucial understanding, Francesco turned to Opticom, a company which had previously delivered very good and useful results in projects for another pharmaceutical brand he had worked with. In the project of close co-operation that followed, Opticom conducted about 100 qualitative interviews with parents, paediatricians, and nurses to understand their different needs and reasoning within this therapy area.
The research discovered many “leaks” that delayed children’s access to treatment as well as large regional differences. Based on Opticom’s comprehensive analysis of the patient journey and treatment rationales, Francesco was able to change his company’s strategy, including a relocation of resources, better aligned to the customer landscape, as well as to improve communication around the value of treatment. In addition, the team could optimize its different support tools to physicians, nurses and parents, in order to facilitate earlier diagnose and better compliance.
Furthermore, Francesco and his colleagues came up with an improved treatment device to deal with an issue rated very important among respondents in the survey: Ease-of-use.
He describes the direct impact of this new, very valuable market knowledge: “Thanks to the new insights we designed a new device for the treatment of growth hormones deficiencies among children in order to meet the single most important factor in the choice of treatment: Easy-of-use of the device. This resulted in a patent available in more than 100 countries worldwide”.
As a result of the new strategy, the brand soon turned decline into growth and has been continuing this positive development ever since.
According to Francesco, the generation of updated customer insights is key to their business. Understanding both traditional and non-traditional stakeholders, their needs, as well as the patient journey and the decision-making process is fundamental in forming a successful business strategy.
In these situations you need a consulting company with a strong focus on quality, and with a thorough process for both research as well as analysis that delivers real and actionable results. That is where Opticom comes in as a very valuable partner with the staff’s vast knowledge and experience of the pharma industry: “They are methodical in their understanding of customer needs and in making sure that the setup of the project, from the very start to result implementation, is consistent and with a great focus on details and delivery” says Francesco, who would definitely engage Opticom again to gain strategic insights and/or to facilitate optimized communication.