Background

  • A global pharmaceutical company had developed a novel cardiology drug. The drug was approved for a number of indications in Europe and North America, but there was a long standing generic drug which was significantly cheaper. The new therapy had been launched progressively across markets with varying penetration
  • Although the existing drug therapy had more limitations and required frequent POC patient testing, there were established providers and reimbursement frameworks which created significant inertia and some resistance to adoption of the new therapy
  • There was a tendency for prescribers to use the new therapy for contra-indicated and new patients, but not the huge numbers of legacy patients

Key Objective

  • Assess the feasibility of EMRs & Cardiology Information Systems as a means to drive prescription of the novel therapy in key market segments
  • Evaluate the presence of and access to EMRs for each of the key market segments (hospital cardiology, office cardiology, GP/FP) including relevant cardiology indications, applications & decision support
  • Estimate penetration & market share of major system providers
  • Assess legal & regulatory framework around decision support
  • Assess perceptions of EMR & CIS providers towards decision support, approach to 3rd party collaboration & integration and level of interest in participation
  • Assess current practice, prescription behaviours and patient workflows around target indications by physicians, use of EMR/CIS in the treatment of these patients & response to decision support in general & specific to the patient indication
  • Concept and strategy development & perception testing, strengths/weaknesses

Scope

  • Canada
  • France
  • Germany

Approach

  • Project was broken down into four modules:
    • Module 1: Internal & KOL Investigation (gaining internal & KOL perspective on current market)
    • Module 2: EMR/CIS Desk Research & Vendor Interviews (market overview, understanding key players & indicative share by segment)
    • Module 3: Interim Meeting (developing discussion guide & concept stimulus for module 4)
    • Module 4: End User Clinician Research (strategy development)

Output

  • Detailed report & 1-day workshop
  • Key qualitative findings by country & overall
  • Optimised workflows & decision support protocols
  • Conclusions & recommendations on approach, targeting, messaging & partnering strategy
  • After the final workshop, IDR Medical initiated contact between the selected partners and began the partnering process.

 

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