Project scope

To understand the drivers behind decision-making for biologic drugs and how they impact the price tipping point

Challenge

Our client is a leading innovator committed to developing biologics for the treatment of rheumatoid arthritis and was interested to understand the subconscious drivers behind decision-making for biologic drugs and understand how these factors impact the price tipping point

Solution

Quantitative research to understand the subconscious drivers behind the biologic choice:

• Primary research consisted of a quantitative survey, followed by qualitative research to understand the drivers of choice
• Conjoint analysis survey to quantitatively assess the product and pricing attributes of greatest importance to payers in access decisions and physicians in prescription decisions

Results

• Identified decision making criteria for biologics to boost access
• Identification of ‘tipping point’ for understanding at which price point the outcome was favourable towards the client product vs. competitor products