A high-profile new drug’s sales were below target despite doctors saying they intended to prescribe it widely.
Management was impatient and Wall Street disappointed.
Resonance Insights conducted 400 in-depth MD interviews, uncovering Motivational Segments that revealed how passionate some MDs actually were and how to best reach them:
- Silently angry and defensive about revolutionary advance in therapy and aggressive DTC and detailing (disturbing longstanding habits, upsetting loyal patients, suggesting fallibility)
- Drug company had missed the upside to target a large segment of MDs motivated by their role in preserving patients’ health and lifestyle.