| Organisation |
LARGE AUSTRALIAN PHARMACEUTICAL COMPANY |
| Type of Study |
Pricing and positioning research |
| The problem or opportunity |
To determine what product positioning could be used to support & maximise a price premium for a new 'second to market' private prescription therapy |
| Approach |
Different decision making processes required different data collection approaches per target audience:
- GPs: 60 depth interviews
- Patients: 60 depth interviews including Choice Based Conjoint analysis administered via lap top
|
| Result |
A premium pricing policy was supported as GPs would not act as "gatekeepers" in this market & patients were prepared to pay more for a better therapy |
