Project Scope

To conduct a conjoint analysis assessment and primary research to determine the payer and physician pricing and access decision making drivers in rheumatoid arthritis

Challenge

Our client has an immunology portfolio and wanted to understand the subconscious drivers behind decision making for biologic drugs, specifically within rheumatoid arthritis. Our client also wanted to understand how these factors impact the price tipping point

Solution

Quantitative research to understand the subconscious drivers behind biologic choice

• Primary research consisting of a quantitative survey, followed by qualitative research to understand the conscious 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