Schering-Plough was launching a new product into the rapidly changing primary care market. VIA was asked to provide insights into the influence that the emerging Primary Care Organisations (PCOs) would have on the potential success of the launch

We worked closely with the client in the preparation of a product value proposition that could be tested with key decision-makers in the PCOs. We segmented the population of PCOs on the basis of sophistication and priority given to the relevant therapy area, identified a sample of PCO decision-makers and  tested the proposition with them. We analysed feedback from PCOs to establish the decision-making process, the roles of decision makers and their view of the product proposition

We were able to provide a full analysis of the potential impact of PCOs on the launch of the new product and give the Client unique insights of the reactions of PCO decision makers to the product value proposition. We made recommendations on revisions to the marketing launch plan.