GLGの有識者ネットワークの活用による、製品アイデアとコンセプトの洗練と文脈化
課題
ある医療技術企業は、既存の医療技術と人工知能アルゴリズムを組み合わせた新製品を検討していました。この製品は、患者の安全性を向上させ、業務効率の向上につながるであろうと期待されていました。この製品開発プロセスの一環として、GLGは医療従事者をターゲットにしたバリュープロポジションの体系的な検証を依頼されました。
GLGのアプローチ
GLGは定量調査手法と定性調査手法を組み合わせた統合的アプローチで、60人の病院の購買担当者および臨床医を対象にした短期調査を実施しました。また、定量的なコンセプトテストに参加する医療従事者を、特定の職種リストからカスタムリクルーティングしました。
定量調査から得られたインサイトは、次の調査ステップに反映されました。次のステップでは、弱点を特定し、強みを強化するための定性的なインデプスインタビューが実施されました。定性調査の担当者は、定量調査から出た疑問および重要業績評価指標（KPI：Key Performance Indicator）をもとに質問を行いました。このインタビューの中で、回答者であるGLGアドバイザーは、コンセプトを評価しながら考えていることを声に出すよう依頼されました。定量調査と定性調査を連動させることにより、GLGは豊かなインサイトを提供し、クライアントである医療技術企業を最善の道へ導きました。
結果
GLGの調査は、特に、新しいAI技術の既存システムへの統合に関して、医療技術企業のバリュープロポジションに改善の余地があることを明らかにしました。
高度に洗練された新技術のバリュープロポジションをテストするのは容易なことではありません。それには、最適なターゲット母集団へのアクセスと最先端の調査方法が必要です。GLGは、定性調査と定量調査の長所を統合し、あるグローバルな医療技術企業が、新しいコンセプトをテストするのを支援しました。
技術に関する最高クラスの調査母集団
GLGは、60人の病院の購買意思決定者および意思決定者に影響を与える主要なインフルエンサーを回答者として集めました。
専任の調査担当チーム
GLGは調査をエンドツーエンドで管理しました。まず定量調査を行い、その後インデプスインタビューを実施しました。
効果的な調査方法論
GLGは、定性的および定量的な戦略を統合することにより、包括的なコンセプトテストを実施しました。
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.
ログイン
LANGUAGE
LANGUAGE