Imevax commissioned Turquoise to conduct research into a new point of care blood test (Product X) that can be performed by health care professionals to give a risk stratification for a certain type of cancer. It’s a quick, reliable and inexpensive diagnostic test that enables doctors to find patients at high risk and to give early aggressive treatment to prevent disease.
- To evaluate current usage and perceptions of diagnostic testing for the condition in question
- To discover reactions to the product profile for Product X
- To probe the level of innovation that HCP’s perceive of Product X
- To determine the optimum price point for Product X
Turquoise opted for an online data collection methodology utilising a specialist health care professional research panel. We surveyed a total of 60 gastroenterologists with 20 respondents captured from each key market: USA, UK and France.
Overall, Product X was perceived to be better than all (bar one) current tests with over half of the gastroenterologists stating that they would be likely to switch to the new test and over 80% saying they would be likely to try it. We were able to provide the client with the most influential factors/attributes when deciding which diagnostic test to use, the top ranked product claims, and the key reasons that it had created such a positive impression.
The price model was developed using a version of the Gabor-Granger method, a widely recognised and utilised method in marketing science. The G-G method allowed us to estimate the demand for Product X at different price points and enabled us to provide Imevax with the optimum price point for the new blood test, including insights into regional price sensitivity.