Product concept (tpp) | messaging
A strong area for Silver Fern
SecureWeb™ - vital for confidential materials
(eg messages and target product profile), and
for cost-effective international application
Sense-it - for the gut reaction as the product profile is built or
alternative messages are introduced
Use of sales material development methods in product concept research
(Simulate-it in development
to advance this approach)
Major benefits of product being introduced as a 'flow', especially if accompanied by supportive data
Compare appeal of messages before and after support data is revealed
Actionionable outcomes - in-depth understanding allows better product optimisation
Phase II/ pipeline | in-licensing | biologic modality
Major Silver Fern growth area - initially in Europe, now global
SecureWeb™ - vital for confidential materials eg
trial data and for cost-effective
International application
Conjoint - established and ideal for phase II where product attributes not yet entirely known
Sense-it - for the gut reaction as the product profile is built
Compare topline messages before and after supportive data is shown
Interactive data output for BDMs who have to work 'on the fly'
'Greybeard' involvement for substantive management discussion re ROI implications
Actionable outcomes - buy/ don't buy/ adjust/ what-if - maximise ROI
Pricing research
Often alongside product concept (tpp) research | after optimisation of the product offering | different audience ie payers
SecureWeb™ - vital for confidential materials ie
pre-launch product profile and for cost-effective
International application
Conjoint - ideal for phase II where price and other product attributes not established
Sense-it - for the gut reaction as price is revealed (if presented as part
of the product profile reveal)
Strongly recommend additional qualitative questionning to make sense of the numbers
Actionable outcomes - greater understanding due to qual. output leads to better, more informed, pricing decisions
