Our client recently launched an existing treatment into a new therapy area. Uptake was slow and there seemed to be reluctance from some physicians to engage with both the product and the broader therapy area. Research was required to explore why and what could be done.
Kantar undertook primary qualitative research with potential prescribers to identify and understand more about the barriers to uptake and the differences between frequent and infrequent users of the product. Hill + Knowlton Strategies conducted a literature review to explore the evidence for different potential solutions informed by behavioural science. Working together we created a powerful interactive workshop to debrief and build on the research findings and align the brand team on practical strategies for behaviour change.
Research identified a complex range of interconnecting barriers and found that those cited most frequently by respondents (such as lack of product knowledge or dosing clarity) were, in reality, likely to be superficial and only scratching the surface of deeper attitudinal relationships with the condition itself.
Working with Hill + Knowlton Strategies we were able to identify common behavioural biases at play in preventing greater engagement and uptake of the brand and determine which biases might be leveraged to create change. Hill + Knowlton Strategies took this further to develop a series of bespoke nudges which could help to tackle the problems at the foundation of the ‘tower’ of barriers and potentially cause the structure to start to crumble, to change mindsets and ultimately behaviour at a diagnostic, therapeutic and brand level.