Issue

A pharmaceutical company was developing a drug to treat a skin disorder, and needed to understand the types of patients living with the condition. The goal was to identify meaningful patient segments based on treatment needs, attitudes and health care behaviors, and use this information to design clinical trials and marketing strategies.

Process

We conducted a 30-minute online survey with 1,050 patients in the US, UK and France using consumer e-panels. As a unique part of the study, Market Strategies created a flash program that allowed patients to identify all affected regions on their body using an online body mapping grid, and was able to transform these data into key segmentation variables for analysis.

Result

Market Strategies identified six segments with varied symptoms, treatments needs and attitudes towards their disease and healthcare. From that, the client isolated two segments most likely to benefit from its new product. The research revealed specific characteristics of these two segments that helped the client formulate clinical trials to demonstrate key treatment outcomes and develop targeted marketing communications.

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