Situation:

A biotech company developing a non-invasive cancer diagnostic was seeking support in gaining a comprehensive understanding of physicians’ adoption patterns related to their leading oncology product candidate. Thus, Kineticos was asked to provide key insight into customer product requirements and adoption rates.

Process:

To ensure the diagnostic met physician needs, Kineticos launched a study designed to reveal motivators for adoption, current standards of practice, technical requirements, etc. Kineticos supplemented the online survey by identifying, recruiting and conducting a series of Key Opinion Leader interviews intended to provide more antidotal evidence into physician preferences and clinical practices.

Outcomes:

Kineticos provided the leadership team with a complete overview of the market landscape including customer wants/needs, adoption patterns and drivers to buy/use. The report was leveraged during the final phases of development and subsequently incorporated into the commercial planning process.