Case study 3 How physician, patient and payer perspectives combine to impact uptake

Conducting three-way studies to incorporate a wider range of stakeholder influences.

"What was the likely commercial value for two new vaccines?"

Understanding every stakeholder who influences your success

As well as research focusing purely on patients and HCPs, we can also conduct three-way studies which combine physician, patient and managed care / payer views.

In the following example, our client wanted to assess the commercial value of a new adult vaccine and a new combination vaccine, helping to inform clinical and commercial development.

Our three-stage approach consisted of:

An initial landscape assessment and definition phase
Qualitative research with payers
Quantitative research with physicians and pharmacists

Harnessing conjoint techniques to reveal in-depth insights

To understand payers’ interest and price sensitivity to the two vaccines under investigation, we used our proprietary qualitative conjoint technique, ChoiceQual, specifically designed for market access and pricing projects with small sample sizes. It enabled us to not only understand the level of interest and price sensitivity overall, but also the attributes and combination of attributes that would unlock higher levels of value and willingness to pay.

During discussions, stakeholders were provided with stimuli material to help them frame their perceptions and expectations, then asked to express their preference for different access scenarios, based on various attributes. To understand both the potential uptake in the future competitive market and the optimal revenue position, we conducted an online conjoint survey with HCPs involved in vaccination. This incorporated gamification techniques to ensure high quality responses to different TPP scenarios. We then calibrated the potential volume uptake at each price point to adjust for overstatement and speed-to-peak-share, using our gated approach to calibration.

Actively engaging audiences

By using an iterative, staged approach, we were able to tailor the methodology to each stakeholder group, thereby ensuring a high level of respondent engagement. By using our ChoiceQual technique, we were able to conduct a qualitative assessment of value (and corresponding pricing) conferred by base case and alternative TPP vaccine attributes. We were also able to assess the impact of different levels on uptake and understand the value of strategic indication selection: monovalent vs. launching with multivalent. Finally, we were able to conduct what-if scenario testing to assess the impact on uptake/revenue of a monovalent vaccine compared to the multivalent vaccine – and identify the impact of individual factors that could drive uptake and rapid penetration.