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We leveraged spend analysis and PULSE social listening which challenged initial hypotheses on patient perceptions

  • Price Optimisation, Digital Solutions
This project has brought out some great inspiration and creativity that we can take into the next phases and share with the affiliates when they start working on their business models
Senior Director

Client Challenge

Our client, a major pharmaceutical company, was developing a new therapy for a treatment area dominated by over the counter (OTC) supplements

The use of these OTCs is not supported by clinical guidelines due a lack of evidence. Furthermore, 100% of the cost must be covered by patients, leading to the hypotheses that:

  1. OTCs incur a high out-of-pocket cost for patients
  2. Patients feel that OTCs do not adequately manage their symptoms

P4A Solution

We used a combination of approaches:

  1. P4A calculated average national spend for a representative basket of OTC products available in priority markets
  2. P4A conducted PULSETM  social listening to rapidly detect mentions of OTCs in relation to symptom management in the US, Canada, UK, France, Italy, Switzerland and Poland
  3. PULSE Insights were then consolidated into a detailed final report including social listening dashboards

The Successful Outcome​

Contrary to initial expectations, annual OTC spend was lower than expected and patients were satisfied with the effects, feeling that OTCs were “worth the money”

We additionally identified:
  • The root causes of OTC use, including the role of healthcare providers
  • Potential patient segments to target
  • Opportunities for our client to highlight their product’s value

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