The Challenge:
To segment physicians in a three drug market consisting of a gold standard established leader, a me too new entrant and a new entrant with a different mechanism of action. All this on a very tight time schedule

The Approach:
A high speed "quanty-qual" in which a large sample of physicians received the quantitative parts of a survey my mail and then completed them during an in-depth interviewer with a member of our medical IDI team. The quantitative results were analyzed by Professor Rangaswamy.

The Result:
None of the usual demographic or attitudinal markers proved significant in the segmentation analysis, but fortunately a number of key psychometrics did. Our client was able to receive complete communication optimization profiles for both their adherent physicians and the defectors.