Client issue
A leading pharmaceutical company sought support from CRA’s Life Sciences consultants in understanding how to best segment, target, and activate key access decision-makers to increase uptake and utilization of bispecific antibody oncology products in relapsed/refractory multiple myeloma.
CRA approach
We performed in-depth analysis of client data using an interactive PowerBI interface to assess existing data and understand gaps/hypotheses. We worked closely with the client’s team to create a variety of potential customer engagement strategies and prioritized top ideas for further exploration. We then conducted quantitative and qualitative market research with key customer stakeholders to understand client behaviors, segment customers, and test prioritized engagement approaches. The project culminated in the development of a “customer typing tool” to segment key customers using a handful of key dimensions (organizational and attitudinal characteristics); the tool can also recommend engagement strategies for each customer segment to aid product uptake.
Client impact
The outputs of this project helped our client to understand how organizations are adapting/investing in their operational capabilities to administer bispecifics, helped categorize and identify key customer segments, and illuminated key challenges and possible solutions for increased product utilization. Ultimately, the project provided the client with a scalable customer engagement tool that will guide future engagements with tailored activation strategies to encourage bispecifics adoption.
