(6) Pts journey; Quant market research

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?

In the previous article, we visualized Insight along the pts journey based on the results of the qualitative survey of physicians, the current/desired perception (≒positioning) of physicians, and the proposed steps (strategy) leading up to the use of product X. (The proposed strategy can be paraphrased as a hypothesis). (We can also say that the proposal is a hypothesis.) We also have a roughly quantified pts journey by desk research. In quantitative research, we quantitatively understand pts journey 

Who are the physicians surveyed?

The first thing we need to decide is the scope of physicians to be surveyed. For existing products, it is often the case that only the target physicians are surveyed, but since this is a new product X and there is not much information on “physicians who administer antihistamines” within Insight Pharma, we recommend a broad scope of “physicians who have administered antihistamines to pollen allergic patients at least once in the past year”. We recommend that you conduct a broad survey.

I think you might say, “No, no, this is too broad, shouldn't we focus on more than 5 pts/dr, or on physicians with higher potential?” However, since we want to know the entire market of physicians who administer antihistamines at the time of launch, we can expand the number of surveyed physicians to the entire market if we have at least one surveyed physician. If you limit the number of respondents to 5 or more, or if you assign 50 physicians to internal medicine, 50 to otolaryngology, and so on, it will be difficult to expand the survey results to the entire market. In order to expand the survey results to the entire market, please consult with the survey company and request all physicians in the panel (≒a group close to the population of Japanese physicians) to respond to the survey, and also ask for the number of physicians by department who were not included in the survey = those who have not prescribed antihistamines to any hay fever patients in the past year. The number of patients who were not surveyed is not included in the survey.

if you have budget limit, you could ask the first few questions that you want to expand to the entire market (number of patients, drugs administered, etc.) while targeting at least one antihistamine, and only ask more detailed questions (such as reactions to product X) to five or more people, but if budget allows, at least one person If your budget allows, more than one is recommended. (I can sometimes see the difference between high potential and low potential physicians)

Next is the number of survey respondents = number of samples = number of n's. In the case of the Product X survey, I would like to collect 150-250 samples, assuming a maximum of 5 physician segments and 30-50 samples per segment if possible (discuss this with the survey company). (Consult with the survey company.) The more samples you have, the more rewards you can offer to respondents, so you will have to consult with your budget.

We occasionally receive requests for significance tests of market survey results, but to be honest, it is difficult to design a survey that can withstand significance tests, and I have never felt that there is much value-added information to be gained by conducting significance tests, so I do not think that we should be so concerned about significance tests. However, I think it is good to keep in mind that “400 samples” is a rough guide when the allowable margin of error is 5%. (In reality, it is quite difficult to collect 400 samples in a quantitative survey of physicians, even with a significance test...)

From here, what order and what questions will be asked in the actual survey form = web survey? Basically, the same flow as in the qualitative survey of physicians can be used. Basically, you can follow the same process as for the qualitative survey of physicians. From here, we will write down what questions we will ask in what order and in what question format.

Basic information (" of pts etc.)

We will take the necessary information to complete the pts journey quantitatively, but at this point, it is a good idea to also create a Forecast model to quantify the pts journey, so that we can hear “the numbers here are a little unclear...” in the quantitative survey. Therefore, it is recommended that you also create a Forecast model that quantifies the pts journey. Also, it is important to create a Forecast model that quantifies the pts journey so that we can calculate the number of patients to be targeted to cover 80% of the market, which will be necessary for targeting in the future. It is also important to ask the number of patients in order to calculate “how many physicians do we need to target to cover 80% of the market? We need to decide what questions to ask based on a lot of forethought. You have to decide what kind of questions to ask after doing a lot of forethought.

• # of hay fever patients seen in a year
• # of patients treated with pharmacotherapy (prescribed drugs)
• # of patients prescribed antihistamines
• # of patients prescribed antihistamines by type of antihistamine
• How many days of antihistamines are prescribed per patient per season? (2 visits, 1 prescription for 28 days = 56 days total, etc.)

Using these numbers, pts journey become more solid and detailed

Drs perception for fay fever and treatment

In quantitative surveys, we have the image of asking about the number of patients, the importance of drug selection, prescribing intentions, etc. However, an important question in the age of insight marketing is the question asking about “physicians' thoughts. By asking this question, we can find out what doctors think about hay fever treatment. This question is very useful for creating personas and insights for each segment. However, without this question, it is impossible to understand “feelings and thoughts”.

The way I often use to ask the question is, for example, the question to get 1-7 agreement to answer “I am not an expert on hay fever” because the hypothesis of the qualitative research was that “many doctors do not consider themselves experts on hay fever”.

1. strongly disagree
2. disagree
3. somewhat disagree
4. neither
5. somewhat agree
6. agree
7. strongly agree

The output will like this, if you cross by segment, you can understand drs perception difference among segment and useful to clarify segment persona

So what kind of “thoughts on hay fever and treatment” should we ask? We will ask about the validation of the hypothesis we made based on the results of the qualitative survey, and about the differences in doctors' thoughts in such areas as these. (i.e., verification of the physician Segment hypothesis). Specifically

• During hay fever season, patients with hay fever symptoms are judged to have hay fever and given medication
• To be honest, I am not very interested in the diagnosis and treatment of hay fever.
• They actively collect information on the latest treatment of hay fever and new drugs on their own.
• Information on hay fever comes from m3 and MRs, so I do not actively collect information myself
• I use several types of second-generation antihistamines depending on their efficacy and side effects (e.g., drowsiness).
• All second-generation antihistamines are similar, so I am not conscious of the difference in their use.
• If a patient requests which drug he/she wants for hay fever treatment, he/she prescribes that drug.
• Since there is not much difference between second-generation antihistamines, the contribution of pharmaceutical companies and the efforts of MRs have an impact when prescribing
• ・・・・

When the above crosstabulation is done with the question “intention to prescribe product X high/middle/low,” this question can be used to add to the overall thinking of hay fever treatment physicians (antihistamine prescribers) and to understand the differences in their thinking about hay fever treatment by intention to prescribe.

Evaluation of second-generation antihistamines, reasons for antihistamine selection

As you can see from the results of the qualitative survey, Product X has an overwhelming differentiation point of “once a month medication”, so I don't think it's necessary to ask or not to ask this, but the great people of the SoV supremacy era often like to “politically” include this question, so let's ask it (although deleting it is totally (I don't have a problem if you delete it.)

Q Please answer on a 10-point scale from 1 = not at all important to 10 = very important in prescribing antihistamines to hay fever patients.

• Efficacy
• safety (side effect)
• price, pts co-pay
• dosing (once daily, twice daily, oral, SC, IV injection etc.）

in the era of SoV push marketing, efficacy is further broken down into “speed of onset of effect,” “strength of effect,” “durability of effect,” and other details, and more than 10 questions may be asked (see the article “ATU Survey, Tracking Survey, and the Rut of the Tracking Survey”). ) We know from qualitative research that many physicians think that antihistamines “don't really change much,” so we don't need to go into detail.

Next Q is which brands to be evaluated in the web research.  Usually just chose from top sales brands and/or direct competitors

Product X evaluation, prescription intention

Use product X information shown in qual research

First, ask the 1-7 consent question, ‘After reading the presentation material for product X, please tell us what you think of the doctor's opinion’. Even though we are paying a gratuity, it is not easy for doctors to look carefully at the presentation material, so it is also meant to remind them of the content of the presentation material. The rest is to test the hypothesis from the qualitative research.

• Once-monthly dosing, which is groundbreaking and very different from other second-generation antihistamines
• If it is as effective and safe as Xyzal, I can prescribe it with peace of mind.
• If the efficacy lasts for a month, then if side effects occur, the side effects will also last for a month, so I cannot prescribe it with peace of mind.
• I think other doctors will prescribe Product X only after they have confirmed that it is safe to prescribe
• …

If you do a 1-7 agreement like this, and cross-tabulate by overall doctor's thoughts on product X, Segment and prescribing intention, the differences between doctors emerge here too, which can be useful when creating personas for each segment.

In order to get a deeper understanding of Product X, we also present the comments of ‘doctors who actively prescribe’ and ‘doctors who do not actively prescribe’, which were also presented in the doctor qualitative survey, and ask for teachers' thoughts.

his is also 1-7 agreed, with ‘Please read the doctor's comments and then tell us what you think’.

This is also asked in 1-7 agreed, with ‘Please read the doctor's comments and then tell us what you think

• I think patients will accept 1.5 times the price of the drug because many people forget to take their hay fever medication and taking it once a month is very convenient.
• My patients are not having trouble with the antihistamines I currently prescribe, so I don't think I would prescribe Product X very often
• I think my patients would refuse to accept my prescribing it even if I presented it to them
• It would be a hassle to explain to the patient and I would not go that far to prescribe Product X
• ・・・

After reviewing the product characteristics materials, answers to questions, and positive/non-positive physician comments, the physician's understanding of the Pros/Cons, etc. of Product X will be considerably improved, so we finally ask about prescribing intentions here.

product X prescription intention

There are many ways to ask about prescribing intentions, but never ask something like “Would you like to prescribe product X (1-7 agree)” as it cannot be used for Forecast and is not useful for quantifying the pts journey. The question “What percentage of pollen allergic patients would you be willing to prescribe product X?” can still be used for quantification of Forecast and pts journey, but it is not recommended because we have been talking about product X so far and this way of asking will give a very biased and high intention to prescribe.

Since we are only talking about Product X, it is inevitable that there will be some bias toward higher Product X prescriptions, but to minimize the bias as much as possible, we recommend that you ask for the “number of people administered after Product X was launched” while restating the “number of people currently administered antihistamines” that you answered in the first part of the I recommend that you ask the number of people who have been administered

If you can ask this much, I think the pts journey physician quantitative survey is a good idea. Then, of course, you should ask the physician's demographic questions (facility where he/she works, HP/GP, department, etc.). Other than that.

• sales reps visits frequency with Antihistamine promotions
• Sources of information on antihistamines

It is useful to ask, “What should I do with the Channel? It will be helpful when you ask yourself, “What should I do with the channel? Once this information is obtained, the pts journey will become more concrete with evidence, and we will finally move on to the creation of a full-fledged brand plan, including targeting, number of reps (SFE: sales force effectiveness), segmentation, positioning, and so on. plan creation, including targeting, number of sales reps (SFE: sales force effectiveness), segmentation, positioning, and so on.