Case Studies

Competitive Intelligence - Contraception

Insight

A research-based pharmaceutical company developed a non-surgical contraceptive system that was covered by many major health plans. However, in independent practice association (IPA) settings, providers maintained neutral attitudes toward the product because of uneven payment levels and uncertainty about professional reimbursement. In many cases, women were required to pay for the client’s product out-of-pocket or select an alternative contraceptive.

Strategy

In order to educate physicians on the clinical and economic value of the new product for these patients, The Aequitas Group conducted an IPA Advisory Panel to gain an understanding of the current issues to support the use of the product in the IPA settings.

Execution

The Aequitas Group was able to obtain feedback surrounding contracting and payment issues that challenged wider use of the product in the IPA settings. This intelligence was used by the client to redirect sales and marketing efforts to support expansion of market share initiatives in these settings.