PHYSICIAN PERCEPTIONS OF A NEW INDICATION

CHALLENGE

A pharmaceutical company was launching a new indication in abdominal cancer. While patients needed better options post-metastasis, the treatment landscape had grown complex. Oncologists were already navigating multiple biomarkers, an established first-line standard, and recent additions to the armamentarium. How would they respond to another new agent?

APPROACH

We conducted in-depth interviews with oncologists to understand their treatment decision-making, exploring how they evaluate new therapies against efficacy, access, and reimbursement realities.

INSIGHT

Oncologists showed enthusiasm for the efficacy profile but raised concerns about patient access and coverage. We identified the specific benefit-risk trade-offs driving adoption decisions, enabling the client to anticipate barriers and refine their market access strategy and clinical messaging for launch.