(2) Pts journey Qualitative analysis

Insight based Brand Plan

1. Pts journey: Quantitative analysis
2. Pts journey Qualitative analysis
3. Pts journey : Qualitative research, dr interview
4. Pts journey: Qualitative research, patients
5. Pts journey : To-dos before quant research
6. Pts journey; Quant market research
7. Pts journey: Pts Quant Research
8. Quantify Pts Journey by Market Research Results
9. Pts Journey based Forecast Model
10. Insight for Pts Journey
11. Current/Desired Perception
12. Let's try Insight Workshop
13. Segmentation, Easy to Say, Difficult to Use
14. What is Brand Strategy? CSF?

We quantified (roughly) the pts journey, and even during the SoV supremacy era, we actually quantified the pts journey, and called it “leakage analysis”, which means where are we losing patients and where should we focus our efforts (brand choice, etc.)? The theme of this year's event was to qualitatively analyze the pts journey. The theme of this year's seminar was to think qualitatively about the pts journey, which is essential for marketing in the age of insight, and requires the ability to think about the feelings and true intentions of customers (patients and medical professionals) in each moment by becoming them and possessing yourself (like Maya Kitajima in “The Glass Mask”).

If it is a brand that has already been launched, the Brand Team has knowledge in that area, so it is easy to update the pts journey. If it is a familiar disease like hay fever, we can use our imagination to create a new product and gather quite a lot of information in a workshop with the Brand Team. We can gather a lot of information and get closer to Insight. In the case of rare diseases or cancer, which are not so familiar and difficult to empathize with or possess, I gather information from patient blogs and social networking sites (especially twitter). (I also create EXCEL files of patient information from patient blogs and twitter.) In doing so, I often find honest descriptions of the feelings of patients and their families, and I ask myself, “What if I had that disease myself? I can become emotionally involved and possessed with the disease.

Back to the hay fever pts journey.

This is a rough pts journey created based on the web search information I created last time. This is still a bit rough, but it is OK at this stage. In each moment, I think it is good to think about the drivers and barriers for customers, what patients and doctors think and do in the case of cedar pollinosis, and the desired behavior. First of all, let's think about “symptom awareness → HCP visit” first.

 “symptom awareness → HCP visit”

The point to consider here is “If you aware hay fever symptoms, why do you visit HCP? Why don't you go?” The point to think about is to imagine the following.

Why go to the hospital for hay fever symptoms?

• Symptoms interfere with daily life and work,
• I want to manage my symptoms even if it means spending time, effort, and money to go to the hospital
• I feel more comfortable taking my new prescription drugs now that I know they don't make me drowsy.
• I can get a 30-day supply of prescription drugs for less money than OTC drugs.
• Still, going to the hospital is a hassle

Reasons for not “going” to the hospital for hay fever symptoms

• I know prescription drugs are better, but going to HCP is a hassle.
• OTC drugs are now available, and they're a little expensive, but it's better than going to the hospital.
• I have hay fever symptoms every year, but after a month of enduring it for some reason or another, the hay fever season is over and my hay fever symptoms are getting better.
• I'm afraid of prescription drugs because they seem to have strong side effects, and I'd rather just take supplements or something.
• I don't know what department to see in the first place. An otolaryngologist?
• ...

If you have hay fever, doesn't it come out smoothly? When you write out your true feelings (≒insight), it is recommended to write in “colloquial” language. For example, if you write “burden of hospital visits,” your true feelings will be lost at once. If you write, “I am so busy that I forget to go to the hospital and keep putting it off,” you can include the feelings behind it. In the age of marketing in the age of insight, killing the true intention is a cardinal sin.

Let's consider Brand Choice for physicians

Drs' Brand Choice

First of all, what are the current antihistamines and which Brand to use? Imagine the doctor's thoughts and feelings about. You may be thinking, “No, no, I'm going to do a qualitative research interview later, so I don't have to think about it beforehand.” I know some people may have an opinion, but I recommend that the Brand team think about it before the qualitative research so that the interviewer will be able to input the points that you want to probe and the points you want to ask. (Of course, physician blogs and Twitter are also good sources of information.

Reasons for selection of antihistamines

• I prescribe from three types, depending on the patient's symptoms.
• If a patient requests it, I give it to him or her. I'm not really into antihistamines to begin with.
• Frankly, there's not much difference, so the sales rep's or the company's contribution comes to mind.
• Antihistamines, nasal drops, eye drops, they're all kind of a set in my head and I give them out.
• I've never had a patient get upset with me for giving the same medication, and it's always the same antihistamine.
• I make a list of antihistamines and ask patients to choose one. There's not much difference between them, and it's less likely to cause problems if the patient chooses one.
• ...

Suppose we could hypothesize that, since 10 million patients come to various medical departments (mainly general practitioners) with something like that, they feel like hay fever is an antihistamine, there is not that much difference, and they are not interested in it in the first place.

If competition is fierce and fighting for market share, It is also recommended to consider 

• What image do you have of your company's products/competitor's products?
• How do they use their own products/competitors' products differently?

Let's go back to product X.  Once a month drug, as effective and sage as Levocetirizin, I think it is good to imagine, “What would doctors think if Product X was launched?” It would be good to imagine “What would doctors think if Product X was launched?

What do you think of the product X?

• It's great that the effect lasts for a month, but if I get side effects, they last for a month too, and I can't stop halfway through, that's my worry.
• If the effect lasts for a month, it's good that I don't have to forget to take it, and I can have him take it on the spot.
• I know that for a drug that lasts for a month, you have to try a pill once a day for a certain period of time to make sure it is safe before taking a drug that has long-term effects, but is there any restriction on that?
• Sounds expensive...
• If the effect lasts for 2 months, you only need to take it once during hay fever season... 2 months means you have to take it twice, so patients might forget...
• If the daily drug price is not so different from existing drugs, I would like to prescribe it. Patients are sensitive to the price of hay fever medicine

You must come up with many ideas.

What do doctors, patients, sometimes patient families, nurses and pharmacists think at each moment of the pts journey? What will they think when product X is released? If we think about and summarize these questions in advance, the Brand Team members will be able to organize what they want to ask and what they want to clarify in the qualitative and quantitative surveys of the pts journey that will follow. I used to make a Logic Tree of what I knew, what I tentatively planned, and what I wanted to clarify for each pts journey to help in the design of the survey.

The next Step is finally the market research (qualitative to quantitative) of the pts journey.