Business Case

Evaluation of physician adoption and marketing responsiveness of an innovated ophthalmology product by an enhanced awareness, trial, and usage (ATU) methodology

Our client, a small biotech with an innovative ophthalmology product sought to understand how physicians become aware of novel therapies, how they adopt them and metrics that can inform or predict physician usage. LSC accepted this challenge and sought to understand the current attitudes and trends of target prescribers, including their use of different treatment options. Additionally, LSC was able to track historic brand perception based on the response to various promotional initiatives and manufacturer-initiated outreach. The resulting report identified specific opportunities and prioritized them based on their predicted product utilization and improved product awareness.