Success Story 2

Background
A pharmaceutical manufacturer sought information on physician prescribing practices for its own and competitive anti-depressants in order to fine tune the sales messages articulated by its drug reps during their detail calls.

Objectives
The objectives of this study were to uncover the following information about physician prescribing of antidepressants:

Determine share of physician prescribing represented by each anti-depressant
Uncover reasons for changes in anti-depressant prescribing over the past 6 mos.
Determine physician criteria for prescribing selected anti-depressants
Identify patient symptoms influencing physician prescribing of selected anti-depressants
Identify competitive sales rep messages that impact physician prescribing

Study Methodology
This study was conducted through in-depth interviews with psychiatrists. Interviews typically lasted 45 minutes to one hour.

Results
We provided a report detailing the factors impacting physician prescribing. The client used the study results to refine its sales messages. With the revised sales messages sales reps were able to show physicians how their drug could be successfully prescribed to treat an expanded range of symptoms. With this repositioning the client was able to increase its market share.