リーチが困難な医師から、重要な市場インサイトを獲得
課題
ある製薬会社は新薬とデバイスの組み合わせを開発しており、ヨーロッパの主要国において既存市場をどの程度拡大できるか見極めたいと考えていました。また、どれだけの市場シェアを獲得できるのかも把握したいと考えていました。
リーチするのが難しい医師からの深い専門知識を求めていた製薬会社は、GLGに調査を依頼しました。
GLGのアプローチ
このプロジェクトでは、定性調査と定量調査のバランスを慎重にとる必要がありました。ヨーロッパの5つの市場それぞれに対応するため、GLGはプロジェクトチームを編成し、プロジェクトリーダーや現地語が話せる市場調査員を配置しました。
6週間にわたり、40人の医師に対するデプスインタビューを行いました。GLGは、新しい治療法に対する医師の反応をもとに、各国特有の反応や懸念事項を理解することを目的としたサーベイを作成し、このサーベイに参加する300人以上の医師を集めました。
結果
GLGのチームはデータを統合し、全体的な結果と国別の結果の両方を提示しました。また、医師の懸念点、ポジショニングや開発における推奨事項など、潜在市場のセグメント化された見解を製薬会社に提出しました。
この製薬会社は最終的に、どの市場に最初に参入すべきかを決定し、製品開発に関する戦略的な意思決定を行うために、得られたインサイトを活用しました。
適切な人材の配属
プロジェクトリーダーや、対象国の現地語が話せる市場調査員
プロジェクトの幅広さ
1~2営業日以内に、担当者よりご連絡させていただきます。
Hilary Malone PhD, has over 25 years of experience in global drug development, regulatory &government affairs, manufacturing and commercialization within the biopharma industry. Hilary hassignificant board level and executive committee experience including large scale organizationalrestructuring/transformation/integration, major M&A, biotech start-up, capital raising, investorrelations and pre-IPO.
Hilary is currently CEO of Stylus Medicine, a private genetic medicine biotech company. Previously sheserved as CEO of a Series-A neuroscience company. Prior to these roles, Hilary served as COO & EVP atValo Health Inc., Chief Regulatory Officer & SVP at Sanofi Inc., and Chief Regulatory Officer & SVP atPfizer and Wyeth. Previous experience also includes senior regulatory and drug development roles atReata Pharmaceuticals Inc., AstraZeneca plc and GlaxoSmithKline plc.
Hilary also serves on the Board of Directors of Hansa Biopharma and Adthera Bio. Hilary holds a PhD inMolecular Neuropharmacology and a BSc in Physiology.
Dr. Thomas Lönngren is Director at his own company PharmaExec Consulting AB. He is the Chairman of the Board of directors at Egetis Therapeutics AB, Sweden. Dr Lönngren also serves as board member at Compass Pathways PLC, London UK and NDA Group, Sweden. He acts as advisor to the following companies and organizations: NDA group, Sweden, Sweden, Artis Venture, San Francisco, US, Fujimoto Japan, Skin2Neuron Pty Ltd, Sydney, Australia, US, Special advisor to the Centre for Innovation in Regulatory Science (CIRS), London UK. From 2001 until2011, Mr.Lönngren served as the Executive Director of the European Medical Agency. He was previously Deputy General Director of the Swedish Medical Product Agency until 2000. He has a degree in pharmacy and MSc in Social and Regulatory Pharmacy from Uppsala University. He is also an Honorary Member of the Royal Pharmaceutical Society of Great Britain, Honorary Fellow of the Royal College of Physicians in Great Britain, Honorary Doctorate from the University of Uppsala, Honorary Doctorate from University of Bath, UK.
Marie-Anne has built a portfolio of senior advisory and non-executive roles, following a successful international career in the FMCG and Luxury sectors. She is a non-executive director of Haleon, a FTSE100 company listed in 2022 after the demerger from GSK. She is also chairwoman of Haleon Environment and Societal Sustainability committee. She is the executive director of the Pierre Fabre Group where she also sits on the Strategic Committee, and she is a Board Member of The Academy of St. Martin-in-the-Fields, one of the world’s most prestigious chamber orchestras. She is also an angel investor and focuses her time and investments on start-ups with the strongest purpose and impact.
Marie-Anne is also a regular lecturer at HEC Paris on purposeful leadership, and she has created a serious game called “Planet Purpose” to upskill people on sustainability and purpose. Throughout her 35year executive career she delivered a strong track-record of business performance and growth in brands and portfolio in both developed and emerging economies.
As a senior leader with Unilever, she led a number of different personal care categories across France, Spain and the USA – including managing the Dove brand worldwide and culminating in leading Unilever’s global Oral Care division. She also worked for LVMH as Brand General Manager of Dior Perfumes and Cosmetics worldwide. Marie-Anne was also Vice-President of Imagine for Margo – Children with Cancer for ten years, a charity she helped found in 2011 with the goal of eradicating children’s cancer. The charity is the #1 charity focused on child cancer in France and has fundraised more than €14m since its creation. Marie-Anne is a graduate from HEC Paris. She is married and has two children aged 29 and 26.
Patrick Jephson is a consultant, journalist, broadcaster and New York Times bestselling author, based in Washington D.C. He is a published authority on corporate and personal branding and crisis communications, addressing conferences worldwide as well as events at the U.S. State Department, the American University and the Annenberg School for Communication and Journalism.
With more than twenty-five years’ experience in the government, luxury and family office sectors, Patrick’s portfolio has included globally admired brands as well as national agencies and NGOs. He has also worked on reputation and legacy briefs with European, Middle Eastern and Asian families, including royalty. He now writes, presents, and advises on factual and drama TV programs, appearing on every major American and many international networks. He was recently an expert consultant to the award-winning Netflix series The Crown and provided live commentary on the Coronation of King Charles.
Patrick owes much of his practical communications and protocol experience to Princess Diana, who chose him to be her equerry and only private secretary/chief of staff. He served the Princess for eight years, responsible for all aspects of her public life, global humanitarian initiatives, and private organization. Having worked for an internationally high-profile woman (and as the father of two professionally successful daughters) he feels a special affinity for cross-cultural, gender and perception issues.
Patrick was born and raised in Ireland and holds a master’s degree in political science from Cambridge University. As an officer in the British Royal Navy, he served all over the world before being selected for royal duty. He is a citizen of the U.K., U.S.A., Ireland, and Canada.