Our client, a large pharmaceutical company specializing in drug X, faced challenges with the prescription and sales of their product. The limited appointment time at polyclinics, combined with the complexity of calculating the correct dosage for children, led to a decline in sales. Some doctors refused to prescribe drug X to avoid the risk of overdose and because they were reluctant to spend extra time on dosage calculations.
- Objective -
Our client approached us with the request to develop an "ideal mobile application" for physicians that would simplify and speed up dosage calculations. Additionally, they wanted to distribute this application to a large number of physicians effectively.
- Solution -
1. Customer Development project: We conducted comprehensive research, involving physicians, clinic management, pharmacy pharmacists (first responders), and parents of patients. This project aimed to understand the challenges faced by healthcare professionals and identify the most effective solution.
2. Needs analysis: Through surveys, interviews, and focus groups, we discovered that physicians preferred a quick and tangible tool for dosage calculations. They expressed concerns about allocating time for accessing and navigating through a mobile application during their busy schedules.
3. Innovative solution: Based on the insights gathered, we proposed an alternative approach – a branded cardboard or plastic reference wheel, akin to "perpetual calendars." This simple yet effective tool would allow physicians to make accurate dosage calculations with ease.
- Results -
1. Cost savings: By recommending the development of the reference wheel instead of a mobile application, we saved our client over $1 million in product development and distribution costs.
2. Improved prescription rates: The branded reference wheel became a readily available accessory on physicians' desks. This led to increased confidence in prescribing drug X, resulting in improved prescription rates and, consequently, higher sales for our client.
3. User-friendly solution: Physicians found the reference wheel easy to use, and it significantly reduced the time required for accurate dosage calculations. This ultimately heightened their willingness to prescribe drug X, as the risk of overdosing was minimized.
4. Brand visibility: With the branded reference wheel present in clinics, pharmacies, and hospitals, our client's brand received heightened visibility and recognition within the medical community.
- Conclusion -
By thoroughly understanding the needs and preferences of physicians, clinic management, pharmacists, and parents, we recommended a cost-effective and practical solution for our client. The decision to opt for a branded reference wheel instead of a mobile application led to significant cost savings, improved prescription rates, and increased brand visibility. Our client's goal of ensuring accurate dosage calculations and enhancing sales for drug X was successfully achieved.
