Competitive Intelligence - Pharma Client Facing Push Back Due to Misleading Claims by Competitor Sales Reps | Market Alert Ltd. — Greenbook

Competitive Intelligence - Pharma Client Facing Push Back Due to Misleading Claims by Competitor Sales Reps

Challenge

A pharmaceutical client was facing push back by physicians on the efficacy of their blockbuster cholesterol drug.

Despite recent journal articles and conferences trumpeting the drug’s efficacy, physicians who had been frequent prescribers were now switching to a competitor drug.

With budget planning taking place in the next few months, they needed answers why this was happening and needed this information fast.

Proprietary solution

Over 3 weeks, we:

Conducted physician interviews and discovered that the competitor had introduced sales messaging falsely claiming fewer side effects and greater efficacy than our client’s product.
Then mystery shopped 6 of the competitor’s sales reps to pinpoint what they were misleading physicians into believing.

Result

We discovered that the competitor was basing their claims on both American and European clinical trials versus American trials.

The client’s legal department pursued action which resulted in the competitor making a public apology and removing the misleading claims from their messaging.

About this project

Business issue:

Defend market share

Market research specialties

Market & Competitive Intelligence Doctors / Physicians Pharmaceutical - Prescription Medicines

Presented by:

Market Alert Ltd.

International

Mystery Shopping
Qualitative Research

Meticulous planned Competitive Intelligence, Customer Journey Mapping, Mystery Shopping, New Market Assessments, New Product Research. 31 years

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