There has been no cure for Alzheimer’s Disease, and people with Alzheimer’s live an average of eight years after diagnosis. Current treatment for AD consists of cholinesterase inhibitors. They offer marginal symptomatic benefit but there is no evidence to suggest disease modification or prolongation of survival. A BioScience company was looking to explore reactions towards a new product within this therapeutic arena and commissioned Turquoise to conduct research to explore initial perceptions and reactions towards this new product amongst HCPs within the USA and UK.
Market Research Objectives
- Explore attitudes towards existing Alzheimer’s Disease medications
- Explore reactions towards the new product
- Explore pricing sensitivity among core HCP audiences
Turquoise conducted an online survey with respondents who were selected from a specialist Health Care Professional panel. A sample of 65 respondents was achieved, all of whom were medically qualified and practising in the USA and UK.
The research has been invaluable to the Client in understanding the new product’s potential within the AD arena
Alongside the high level of general dissatisfaction with current Alzheimer’s Disease treatments amongst HCP’s, we were able to conclude the following key issues: lack of disease modifying treatments or those that can halt development, reverse progression, stabilise the memory function or cognitive function. We also noted the dissatisfaction with current poor testing of early detection. The new product was received with 80% positive response and was generally viewed as an improvement over current medications. A pricing sensitivity exercise within the research also provided guidelines on potential pricing strategies within both the UK and USA.