Market Acceptance: Acute myeloid leukemia

Brief:

Understand the market acceptance for a new AML treatment

Countries:

EU

Methodology:

Qualitative: oncologists

The research explored:

• The frustration at the lack of effective current treatments for AML and enthusiasm for enrolling patients in clinical trials, due to little satisfaction with current options

• The emotional aspect of the treatment area for the doctor: the lack of treatment options, lack of confidence in outcomes for patients and the difficulties of managing terminally ill co-morbid patients with limited prospects and the parameters of Quality of Life assessment in AML management: staying away from hospital / reduced blood transfusions, minimal S/Es, dying in peace

• How AML treatment is chosen with the aim of not cure, the aim is for everyday QoL. This is the driving factor underlying treatment choices

• The extent of superiority over Decitabine monotherapy, and the with tangible reductions in anaemia and associated health economic costs desirable to be viable

Delivered:

The analysis highlighted the emotional cues and the need in product design to deliver on certain side effect profiles as well as an improvement in OS to achieve success in the market