Migraines have been a persistent health concern worldwide, affecting millions annually. As healthcare solutions advance, gauging the medical community's response to treatment methods is crucial for pharmaceutical development. Our market research venture, in collaboration with an international pharmaceutical giant, embarked on a project to grasp the experiences of healthcare professionals in prescribing treatments for migraines, particularly focusing on a product known as "Product X."

Objective

The primary aim was to interview healthcare professionals across diverse geographies who are actively involved in treating patients for migraines. We also aimed to understand their reception to materials in the development phase for a new treatment, offering insights that could potentially revolutionize migraine management in the future.

Project Scope

• Client: We partnered with an esteemed international pharmaceutical company recognized for its commitment to health innovations.

• Geographical Outreach: The project spanned across the United Arab Emirates, China, and Mexico, ensuring a broad spectrum of feedback and understanding varying regional medicinal practices.

  
  

Methodology

Guided Video Interviews with Stimuli

Taking advantage of the digital age, we leveraged video interviews, enabling a personal touch without geographical barriers. Screen-sharing facilities (VDIs) were employed to display and discuss various stimuli related to migraine treatments.



Respondent Criteria

Ensuring a balanced perspective, our respondents were physicians actively treating migraine patients. We strategically divided the sample: 50% of respondents had prescribed Product X in the past year, while the remaining 50% had not.

• Sample Size: A total of 24 physicians participated in the research, equally divided among the three chosen regions.

• Mode of Interaction: All interviews were conducted via Zoom, accommodating the physicians' schedules and ensuring convenience. Given the diversity in geography, interviews were held in the native language of the region, but English simultaneous translation was a mandate for a universal understanding.

• Duration: Each interview spanned roughly 1 hour, ensuring in-depth discussions and feedback collection.

Key Findings

• Preference for Product X: Among the respondents who had prescribed Product X in the past 12 months, a significant percentage found it to be effective compared to other available treatments. This highlighted the potential of Product X in the global market.

• Materials in Development: Feedback on the materials under development was generally positive, with several physicians expressing eagerness for their finalization and market release.

• Regional Variations: While the effectiveness of Product X was universally acknowledged, regional preferences in treatment methodologies were evident. Cultural and traditional medical practices influenced decisions, especially in China.

Conclusion

The research provided invaluable insights for our pharmaceutical partner, especially regarding the potential of Product X. The feedback on materials in development promises to guide the next stages of product innovation, ensuring that the final output aligns with the needs of both physicians and patients.