Project Description
QUATTRO IN ACTION
PRIMARY CARE + GYNECOLOGY
As a new product launch approaches, senior team needs an objective second opinion on realistic expectations.
CLIENT
SENIOR MANAGEMENT IN A WORLD-LEADING BIOTECHNOLOGY COMPANY
A major biotech manufacturer had developed a treatment for a common condition affecting many postmenopausal women.
The new product was expected to be an important complement to other major programs in the company product portfolio. The internal product team had done systematic planning work on the product to help ensure a successful launch, but some senior team members were concerned that growth potential might be less than expected. Senior management asked Quattro to conduct an objective validation of core business assumptions and projections for the new drug.
QUATTRO WORK
After carefully reviewing all prior work, Quattro conducted detailed treatment-specific discussions with several hundred ob/gyn and primary care physicians, both community and thought leading.
Physician feedback was used to thoroughly clarify decision-making patterns for patients of different clinical types as well as physicians in different segments. Quattro research quantified the new drug’s share by segment and overall, including first-line and second-line treatment and explained the nuanced drivers of physician behavior.
RESULTS
Quattro’s objective validation on growth enables senior team to set proper expectations and look ahead to new indications.
Quattro provided senior management and the product team an external validation on expectations for the new drug.
The research showed that clinical enthusiasm was significantly dampened among many price-sensitive primary care and ob/gyn physicians, particularly based on moderate incremental clinical benefit. Armed with a realistic forecast, ~35% below the initial estimate, the senior team had time to set proper expectations and also accelerated development on additional promising indications for the drug.