How to expand the scope of use for a brand ? - Treatment of Epilepsy

This kind of study provides full understanding of the disease management by a particular specialty & helps in decision making to enter with the existing product to a new specialty.

The market size estimation provided by us will make you to promote the existing product with guaranteed returns & positive response from the new target customers.

The perfect harmony of primary data captured from the target respondents & secondary data taken from the market will help you to enter the market with full gusto.

Background:

XYZ is the leading antiepileptic brand and is currently being promoted to Neuro-physicians in the treatment of Epilepsy. The company wanted to extend the promotion of XYZ to Psychiatrists in treatment of Epilepsy.  To achieve this the company wanted to understand the current practices followed by the Psychiatrists in treating epilepsy and place of XYZ in their epilepsy management.

Objectives:

To understand the current management of epileptic patients & place of XYZ in treatment of epilepsy by Psychiatrists through -

• Identification of key evaluation parameters for various anti- epileptic molecules.
• Knowledge of migration of prescription across physician segments
• Referral patterns in treatment of epilepsy 
• Knowledge of conventional therapy given in epilepsy and the time and the number of layers a patient has to pass through before XYZ is prescribed. (First line, second line, reserved, combination/ monotherapy)
• Estimation of feasible market size for XYZ in Epilepsy managed by Psychiatrists
• Expected future trends in the treatment of epilepsy by Psychiatrists

Our approach to the study:

Personal face to face interviews with Psychiatrists treating epilepsy using structured questionnaire to gather the primary data in terms of their prescription habits, treatment protocols followed in the disease management, current usage of brand XYZ & potential of XYZ in future.

Market size for XYZ:

A* B = Total # of estimated Rxs of XYZ per month

The combination above two will give the total number of Rxs estimated from the target customers i.e psychiatrists.

II] Rx Share of XYZ in the treatment of epilepsy (based on the share of brand recall & share of prescription among the brands )          = y%

III] Total # of Rxs of XYZ in a month               = A *B* y%

This will provide the scope for XYZ in epilepsy by psychiatrists.

Inference:

There is a significant scope for XYZ to increase its Rxs in epilepsy if promoted to psychiatrists also (total # of Rxs per month/ year)]