Case Study

Diagnosing the Potential of New Ophthalmic Treatments

Issue:

To launch a new ophthalmic treatment, a pharmaceutical company wanted to understand how physicians diagnose two types of eye disorders.

  • In particular, they sought an understanding of how certain segments of doctors behaved and their differences in perception about various treatment options for the disorders.

Approach:

The Blackstone Group tested both the client’s new treatment as well as a competitor’s new product among physicians to determine appropriate segments.

      Results:

      The Blackstone Group provided the client with a segmentation of physicians based on key behavioral and attitudinal characteristics.

      We developed unique profiles for each of the segments and recommended strategies for the client to target the physician segments with the best potential to adopt the new treatment.