Client issue
CRA’s Life Sciences Practice was retained by a medium-sized pharmaceutical client to understand how the introduction of a small new cell lung cancer (SCLC) treatment and the new data shifting of a client’s existing on-market product, into an earlier line of therapy, will impact HCP prescribing patterns for different patient types and their eventual share of the market.
CRA approach
CRA developed and fielded a customized quantitative survey with oncologists to understand prescribing behavior for current and future treatments across a variety of patient profiles and treatment scenarios. CRA also conducted follow-up qualitative interviews with a select group of oncologists to understand drivers for their current and future SCLC treatment choice by line of therapy.
Client impact
CRA determined HCP prescribing drivers in SCLC, current and future treatment allocations, and key patient factors influencing prescribing decisions. We also modeled future share distribution by line of therapy in various treatment scenarios to help the client better shape their competitive strategy in anticipation of competitor launch. Insights were used to inform the client’s forecasting inputs and key next steps for competitive positioning and messaging.
