Cluster | Core considerations |
Stakeholders and target mapping | Landscape assessment (also advocacy groups) What is the disease and cost burden and their distributions in target market: diagnosed/undiagnosed, treated/untreated; in total, per stratum, per increment (individual/intervention)? What is the demographic/socioeconomic status of target population(s): (differentially) affected strata, e.g. age brackets, ethnicity, affluency, geographic location? Which patient cohorts benefit most from the product? Who are the advocacy groups? |
Stakeholder decision drivers | Level of medical literacy and awareness (low to high degree) Are patients aware of condition(s), the diagnostic and treatment spectrum, and of the risks associated with untreated condition leading to secondary condition/event? How independent are patients: self-/IT-assisted diagnosis/treatment; at home? |
Disease and treatment journey (experience/behaviour) What is the lead-time from onset of disorder/symptoms to diagnosis and treatment; interim coping strategy (medical/non-medical)? Which are typical co-morbidities and mental health issues? Do patients suffer from disabilities and are they in pain? Which is the average number/frequency of interventions that the target population receives and what is their degree of treatment adherence? Are interventions convenient and tolerable (e.g. polypharmacy)? Are (all) of their symptoms controlled? | |
Needs (im- and/or explicit) Which are desired outcomes and treatment characteristics? | |
Price sensitivity (purchasing power and out of pocket burden) Typically, how many interventions do target population have to take and, importantly, pay for and what is the level of co-payment (OTC; prescription: no, partial, or full reimbursement)? | |
Behaviours and decision-points Do patients self-select products or seek advice from, e.g., pharmacists (OTC)? Which factors motivate providers/patients to switch medication or not (loyalty)? | |
Stakeholder engagement | Messaging Which are the current narrative, concerns and language of patients around a disease/intervention? How well do messages and promotion strategies (also of competitors) resonate with patients and providers? |
Advocacy groups Do advocacy groups exist? If so, who are they, and which is their degree of activity and leverage (on those who they putatively represent)? Do they support or advocate against intervention? |