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BACKGROUND

CHALLENGE

IMPACT

The Client is a leading international pharmaceutical industry player that seeks to under-stand the perception of parents, general practitioners and pediatricians of a new influenza vaccine dispensing system for infants.This pharmaceutical laboratory client wishes to effectively prepare for the commercial launch of this new product in the French market.

The study objectives were to explore and evaluate the drivers and barriers to prescription of the new vaccine by physicians, as well as understanding the perception of parents regarding influenza vaccination and the new dispensing system. In summary, the objec-tives of this study were:

- Understand prescription behavior and potential switching conditions based on the availability of a new vaccination device; identify main drivers and barriers to flu vaccination and to the use of the new system.- Evaluate willingness of parents to vaccinate their child against influenza, including various barriers and drivers to this vaccination.- Quantitative evaluation of the acceptable price range for the new vaccination system was the final study objectives.

SOLUTIONTo cover the various objectives of the study, The MarkeTech Group (TMTG) conducted two focus groups with general practitioners and two focus groups with pediatricians. TMTG also conducted six face-to-face interviews with mothers of 1, 2, 3 children and more; 200 parents were also surveyed in a second phase to identify price preference and the most valued product attributes.

TMTG defined the price preference of parents. The study also gathered reactions on the various product attributes from both physicians and parents, in order to support the creation of effective commercial product messaging. In addition, TMTG was able to meet a tight deadline and still provide highly actionable outcomes to the Client.

EUROPE / FRANCE3 rue Emile Péhant

44000 NantesFrance

Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com

MARKET

METHODOLOGY MIX

South AmericaEurope

Qualitative ResearchStrategic Consulting

Quantitative

Asia

PROFILECLIENT TYPE

PROJECT CATEGORY

PRODUCT CREATION

BUSINESS PLANNING

Medical DeviceMedical Imaging

Medical DiagnosticsMedical IT/eHealth

BiotechnologiesPharmaceuticals

Technology AssessmentOpportunity Analysis

Customer and Product RequirementsProduct Concept Testing

Segmentation AnalysisBrand Positioning

Packaging and Materials Testing

Concept TestingBusiness Model

PRODUCT MONITORINGCustomer Satisfaction and Loyalty

Post Launch Acceptance

MARKET PLANNINGCustom Market Analysis

Pricing Optimiziation

New Vaccine DispensingSystem

TECHNOLOGY GO / NO GO

North America