Habit Engineering Fueling Growth of a Successful Brand in Metastatic Breast Cancer (mBC)

After a successful launch of a treatment for patients with metastatic breast cancer (Brand X), ThinkGen’s client was planning for the next growth opportunity at 18 months post-launch. The client was seeking additional areas for product penetration by gaining a deeper and more nuanced understanding of their target HCP customers, specifically:

• What are oncologists’ mindsets regarding specific genomic testing for patients with metastatic breast cancer, with focus on—and hurdles and drivers to— testing earlier in the treatment journey

• What behaviors and beliefs are driving early-line Brand X utilization vs. delaying use of Brand X to later lines of therapy

• How oncologists who currently and routinely prescribe Brand X have defeated commonly cited barriers to use i.e., access, side effect education and management

• How to improve prescribers’ and support staffs’ Brand X experience

The client turned to ThinkGen to gain in-depth and nuanced knowledge of oncologist customers’ genomic testing and associated Brand X usage behaviors. The goal was to understand (1) how to help current prescribers identify the next cohort of appropriate patients, and (2) how to help current non-prescribers to consider Brand X in early treatment.

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