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.

Fill out the form to read our case study

What We Value

uHaf8W.tif

Integrity & Passion

We care and it shows. Unwavering customer focus & commitment to excellence are intrinsic to ThinkGen.
stTQom.tif

Mutual Respect

We value empathy and active listening, and foster a collaborative environment that supports and celebrates the diverse voices of our employees.
BZICZL.tif

Intellectual Curiosity

We’re always willing to try new things and aren’t afraid to fail, because it takes perseverance to forge new paths.
5wPp0A.tif

Continuous Innovation

We challenge ourselves daily to rethink and reimagine solutions for the obstacles our clients face.
ThinkGen is a corporate sponsor of the Healthcare Businesswomen’s Association (HBA)
Copyright © Gen., LLC 2022. All Rights Reserved