Objective 1
Uncover HCP reactions to blinded product profiles to gain insight into how specific aspects of the described treatments impact their prescribing habits
Use CaseTarget Product Profile (TPP)
Exploring HCP Reactions to TPPs to Inform Pre- and Post-launch Strategies
To prepare for the upcoming launch of their product, our client wanted to assess specific elements of their label and messaging in their target product profile (TPP) to understand the potential impacts of this information on HCP decision-making in the treatment of moderate to severe psoriasis
Industry:Pharmaceutical
Type:Pre-Launch TPP Assessment
Timeline:A few days
Target Product ProfileTPPHCP ReactionsPsoriasisPre-Launch ResearchSafety MessagingMixed MethodsCompetitive Analysis
Objective 2
Identify key differences between profiles and compare HCP interest, excitement, and willingness to use the client treatment and competitors (in-market and pre-market)
The inVibe Solution
The inVibe Solution
inVibe’s Target Product Profile solution allowed our pharmaceutical client to quickly and efficiently deploy a mixed-methods (quant + voice) study to understand how HCPs react to different TPPs and determine how market changes could affect future prescribing behaviors.
- Mixed-methods research approach (quantitative + voice)
- Blinded product profile testing
- Competitive TPP comparison methodology
- Automated phone interview system
- Advanced NLP tools and speech-emotion recognition
- Interactive online dashboard
- Pre-launch safety concern identification and mitigation
How We Did It
1
Collect
Collect
Within a few days, inVibe screened and recruited 50 HCPs who treat patients with moderate to severe psoriasis to complete a mixed methods study. All HCPs initially completed a brief quantitative survey; immediately followed by a subset (n=20) who participated in an automated phone interview, responding to questions simply by speaking.
Participants
Total: 50 HCPs treating moderate-to-severe psoriasis
Recruitment Time: A few days
Method: Mixed methods engagement combining quantitative survey and automated phone interviews
Key Questions
Q1
Please refer back to the Product X profile, an oral product in-development for moderate to severe plaque psoriasis. Imagine you are speaking to a colleague who also manages moderate and severe psoriasis patients. How would you describe Product X to your colleague and what makes it different from other treatments currently available for psoriasis?
Q2
Let’s look at another oral hypothetical product profile – Profile J, and imagine you’re speaking to that same colleague again. How would you describe Profile J and what makes it different from other treatments currently available for psoriasis?
Q3
Reviewing Profile J in greater depth, what are your overall thoughts and reactions to the specific information around the safety of Profile J? Which of these elements has the largest impact, either positive or negative, on your perception and anticipated use? Why?
Q4
Continuing to think about Profile J and Profile X how, if at all, would your intended use of the treatment differ between the two profiles? Why? And what additional information would help you increase your comfort in prescribing it?
2
Analyze
inVibe’s analysts leveraged their language expertise and advanced NLP tools to process, evaluate, and analyze multiple aspects of each response, including content, language, and emotion derived from speech-emotion recognition, allowing for deeper insights, faster.
Techniques
- Quantitative assessment of rankings and ratings
- Language expertise and advanced NLP tools
- Speech-emotion recognition
Focus Areas
- What is Said: Summarize and categorize the content and themes
- How it’s Said: Identify the language patterns and construction
- How it Sounds: Utilize machine learning and acoustic technology to assess the emotionality
3
Deliver
Deliver
The client received an interactive online dashboard with quantitative and voice data, transcripts, and detailed analytical readouts for each profile. inVibe’s analysts walked the team through the insights, tying every recommendation to specific physician comments.
- Interactive online dashboard housing quantitative and voice data, transcripts, and analysis
- In-house analyst walkthrough grounding insights in physician voice moments
- Audiogram tools to turn standout quotes into kinetic text videos
- Listening Labs interactive stories assembled from transcripts, audio, and charts
- Expert Perspective sessions led by inVibe analysts
Used TPP feedback to prepare launch messaging that addresses safety questions head-on.
The product launched with proactive risk communication, helping HCPs have better safety conversations and preventing concerns that could have slowed uptake.
Insights & Next Steps
Key Insights & Recommendations
Based on the insights, inVibe recommended that the team take strategic actions.
Educate on monitoring and managing potential adverse events
Message HCPs on best practices around monitoring for and managing potential adverse events associated with the treatment to reduce uncertainty and assuage concerns that decreased anticipated usage of other therapies whose TPPs include more expansive safety warnings.
Lean into long-term data and differentiated MOA stories
Leverage long-term data, favorable KOL opinions, and continue to educate on MOA differentiation to enhance comfort with the client’s treatment.
