As the pharmaceutical market becomes increasingly competitive, defining unmet patient needs accurately becomes more important than ever. Yet despite this shift, standard research approaches to defining unmet patient needs haven’t moved on.
Traditional needs-states analysis is often limited because clinician-identified patient needs depend on the clinician’s degree of empathy towards the patient. It’s fallible and therefore inadequate.
GoalStates® provides much more robust data by asking clinicians about their goals rather than unmet patient needs. This allows us to translate goals directly into brand claims, driving development through market need. Just one piece of quality research allows our clients to model the potential for a number of new products.