With high product development costs and the need to get their products to market fast and successfully, pharmaceutical companies need to determine the best product opportunity at the earliest stage of development. IDEAZ is a creative qualitative research approach that helps you choose the product or profile with the greatest potential for commercial success, and steer development in the right direction. A modest investment in IDEAZ at the outset helps prevent costly development mistakes later on.
Use IDEAZ to:
IDEAZ uses a four-stage approach to capture the insights of your R&D and commercialization teams, key opinion leaders, clinicians, and regulatory agents. Research approaches include interviews, Delphi groups, qualitative trade-off analysis, projective and pyramid techniques, and perceptual mapping.
Stage 1 Identifies the most and least likely profile launch characteristics, potential product appeals and disadvantages, and develops product profile alternatives.
Stage 2 Finds treatment areas with the greatest product potential, type and number of initial patient targets, and expected competitive products.
Stage 3 Assesses physicians’ potential product use in their patient populations and identifies expected competitive products.
Stage 4 Identifies the most likely product restrictions and regulatory guidelines.
Brand teams
Strategic planning • Marketing, pricing, forecasting
R&D
Biological research • Medicinal chemistry • Clinical research
New business development
Licensing and acquisition • Pipeline/portfolio management
Deliverables of IDEAZ help companies:
For more than three decades, Ziment Custom has provided a full range of customized marketing research services to the healthcare industry, and is well-known as an innovator in research approaches. Our expertise spans the entire product life cycle, with a long history of product introductions. Ziment’s qualitative team is committed to an ongoing partnership, providing innovative, state-of-the-art approaches, consultation and recommendations to help you make the best decisions for optimal portfolio success.