A leading pharmaceutical company wanted to determine market potential for a new prescription prenatal vitamin that is both chewable and tastes good.
Challenges: The research needed to evaluate the product performance among consumers and OBGYN physicians/nurses. In addition, the client sought to determine sales and profit forecast based on such factors as patient compliance and persistence rates, professional preference shares, and level of market access.Approach: A 5-year volumetric model that has been validated in the marketplace to be accurate within +/- 11% of actual in-market sales.Outcome: Research revealed positive forecast: 65% of consumers were willing to purchase, and the 5-year projection revealed significant profits of $150mm+.
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