The Context
Opportunity for leading pharmaceutical company to launch a new format in the antipsychotic space.
Opportunity for leading pharmaceutical company to launch a new format in the antipsychotic space.
Understanding of the current treatment algorithm for antipsychotic medications within the hospital setting and identify the opportunities that exist for a new formulation.
Qualitative depth interviews of 60 minutes duration with N=14 psychiatrists and N=11 mental health nurses in Sydney, Melbourne and Brisbane.
Analysis led to an efficiency hierarchy for positioning the new formulation, as well as a hierarchy of format benefits. Also developed a detailed treatment path in the public setting that highlighted the importance of format.
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