Project Description

QUATTRO IN ACTION

ONCOLOGY + SURGERY

How can sales messaging be optimized to increase impact from a new clinical trial?

CLIENT

CEO AND BOARD MEMBERS

A world leader in genomic-based diagnostic tests had developed a unique test to predict the likelihood of treatment benefit as well as the chance of recurrence for a particular type of newly diagnosed cancer.

Most patients with this cancer undergo immediate surgical treatment, and the diagnostic test helps determine if further chemotherapy treatment will be beneficial. The test had substantial clinical evidence including a very large prospective patient outcomes study which was newly released. Despite excellent patient benefit, previous utilization by some physicians had been limited.

QUATTRO WORK

The CEO and Board members wanted to understand how the new trial results would affect physician perceptions and what key tenets of sales messaging would be most compelling.

Quattro interviewed and surveyed oncologists and surgeons to understand their prior usage patterns as well as their views of actual results from the new trial.

RESULTS

New physician themes for messaging identified to help increase test utilization.

The research revealed barriers to growth within certain physician and patient categories as well as potential opportunities to increase usage.

Quattro prioritized themes for test positioning and physician messaging based on how physicians reacted to aspects of the trial.