for Complex Products
The pharmaceutical industry is evolving, innovating, and discovering at record speed. And, because the consumer is becoming more sophisticated, clear messaging and marketing are more crucial than ever. RTi’s long-term experience in pharmaceutical research has taught us that new drug and medical device development supports two distinct functions:
The scientific community, which seeks to develop a safe and effective drug or device that addresses a significant therapy – a macro view
The marketing community, which seeks to communicate to HCPs and patients meaningful and distinctive product benefits – a micro view
Successful pharmaceutical branding requires the integration of both views. RTi’s pharmaceutical research practice supports this integration and delivers the market information needed to meet these challenges.
RTi brings sensitivity to the unique needs of pharmaceutical testing and for finding and communicating with respondents.
Through decades of market research experience, we have developed deep resources to field studies that uncover attitudes and behaviors; biases and misinformation; and opportunities for successful launch and growth. RTi has mastered the art of transforming the science of market research into actionable insights.
RTi in Action
The opportunity: The R&D team at a medical device company developed a fully-customizable product. The quandary: They needed to understand the options that would most appeal to consumers. Pricing was of particular concern since the cost of goods varied based on the amount of customization.
Through the use of an Adaptive Discrete Choice model, RTi was able to identify and categorize a variety of compelling designs for immediate “first generation” production and further out “second generation” line extensions. Pricing analytics identified tiers to maximize revenue.
A medical device manufacturer saw opportunity in inventing and owning a revolutionary approach to storing product samples in doctors’ offices.
Via RTi IngenuitySM, a handpicked panel of creative geniuses yielded hundreds of breakthrough ideas, some with near-term feasibility and some further out. The leading ideas were refined via qualitative feedback and prioritized based on results of a quantitative concept test. A revolutionary new storage device is currently under development.
A major pharmaceutical corporation has the leading product in a consumer healthcare category, but was rapidly losing share to new, niche, and premium competitors.
RTi conducted a large-scale A&U among adults and teenagers to understand how attitudes are changing, which brands are being used/considered, etc. We uncovered various consumer segments that the brand has used to help define its strategy for premium line extensions and new flavor launches.