Our client needed value drivers and market shares in the complex multiple myeloma market.
They suspected that their situation was too complex for conjoint because:
1
Product profiles were long and complex. Standard choice-based conjoint would result in cognitive overload for respondents.
So, we used Pharma-Specific Conjoint™ which asks short, simple questions to elicit very reliable responses.
There are many lines of therapy in multiple myeloma. This renders traditional conjoint even more inaccurate.
So, we built a powerful function called a “Share Shadow” into the conjoint simulator. This allows patients who have been treated by a therapy in an earlier line of therapy to be prevented from having the same treatment again in a later line.
2
Result
A powerful conjoint simulator that provided realistic market shares and showed the extent to which every product feature drove market share. Furthermore, by showing the source of every new product’s patients, our client could see the impact of their launches and competitor launches on the whole of their multiple myeloma franchise.
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