QUALITATIVE CASE STUDY:
Understanding and influencing physician prescribing
OBJECTIVE
Our pharmaceutical client had relatively recently launched a new product.
They wanted to understand in detail the key drivers and barriers to physician prescribing of their product, as well as how best to encourage physicians to start / increase prescribing.
SOLUTION
Key aspects of a qualitative discussion guide were first designed using questions derived from an established behavioural model.
Next, using our ‘qual lite’ approach, we took our agency client’s preliminary behavioural analysis and used the same model to categorise, explain and expand on insights proposed.
Finally, we recommended specific influence strategies; for example, for non-users of the client’s product, usage could be increased through provision of information about other physicians’ usage of the product.
KEY PSYCHOLOGICAL CONSIDERATIONS
In design and analysis, the University College London-developed COM-B model was used to provide a behavioural structure to help categorise and explain key drivers and barriers.
The associated Behaviour Change Wheel, along with evidence from behavioural economics was used to inform suggested strategies to influence uptake.
“Chris has a deep understanding of behavioural science and brings a professional, collaborative approach to consulting.”
— Research Director, Multinational Research Agency