Campaign details
Brand: Incite Country: UK
Synopsis
Background
Clearer understanding of physicians' prescribing behaviour is becoming increasingly important in conditions such as relapsed and refractory Multiple Myeloma (rrMM) where the market is highly competitive, saturated, and lacks head-to-head clinical trials across all regimens. Treatment choice is a complex decision-making process and market researchers must now find innovative ways to dig deeper into this behaviour and use more focussed and innovative techniques to unearth the real drivers of decision-making.
The Challenge
With therapy area expertise and advice from Celgene, a leading pharmaceutical company in the field of oncology,...