Ingeniero Informático

Onbrez PowerPulse - Understanding the COPD
Landscape in Europe
Proposal
January 2012

Executive Summary
Business
issue

Core
approach

Process and
Design

Deliverables

With the recent launch of Onbrez and a rich respiratory pipeline to follow, Novartis
now require research to understand awareness, usage and perceptions of their
products and competitors in order to monitor andrefine market strategy at both an
individual product and portfolio level.
Our approach to this research focuses on our holistic view of the marketplace
namely Power in the Mind and Power in the Market. Focusing on both Mind and
Market factors ensures we gain a complete understanding of all potential drivers of
healthcare professional behaviour.
We anticipate taking a consultative approachat both the design and deliverable
stage of research allowing us to gain a better understanding of Novartis’ business
and consequently add greater value by being able to put results into greater context.
Research in all 11 markets would be conducted using Computer Aided Web-based
Interview (CAWI) methodology.
A questionnaire length of 30 minutes is highly recommended although a cost for a
45minute option is provided.
An impactful final deliverable in PowerPoint with 3 key sections; Key Insights,
Business Issue Findings and Supporting Detail.
Example outputs are contained within the Deliverable section of this proposal.
Research would be in field in February with a presentation available after 10th April
2012.

Timings,
Investment
and Team

The minimum required investmentfor an initial wave of research is 366,752CHF
(£251,200).
The project will be headed up by one of our Business Unit Directors, Gracie van
Kemenade.
2

Business issue

Core approach

Process and Design

Deliverables

Timings, Investment
and Team

Business issue and context
In addition to the recently launched Onbrez (indacaterol), Novartis has a rich pipeline in the
respiratoryfield with the potential to give the company a strong presence in this marketplace.

In order to ensure their products, individually and collectively as a portfolio, meet their required
targets Novartis wish to track the awareness, usage and perception of these brands throughout
Europe as they enter the arena.
In addition, as Novartis is new to this market place, research is required tomeasure customer
perceptions of the company in this therapy area.
Conducting this research will allow Novartis to:
• Determine brand performance versus any Key Performance Indicators (KPIs) Novartis has and
monitor changes over time
• Ascertain how successful marketing efforts have been
• Compare individual country performance
• Determine perceptions of Novartis as a company active in therespiratory arena
• Understand the key Mind and Market drivers that most strongly impact on prescribing
decisions
In turn, the above allows Novartis to refine strategy and positioning of products individually as
well as the portfolio as a whole, thus ensuring optimum performance of their respiratory
products.

3

Business issue

Core approach

Process and Design

Deliverables

Timings,Investment
and Team

Ensuring meaningful results for Novartis – High-level
consultation at key stages during the project lifecycle

Design

Set-up, fieldwork and
analysis

In order to ensure we deliver key insights
and meaningful recommendations to
Novartis, we would highly recommend a
‘Discovery workshop’ with key
stakeholders allowing us to move beyond
market research objectivesand uncover
the business issues driving the decision to
conduct research.
This workshop would also be used to
understand the rationale behind
questioning areas and how results will be
used by Novartis as well as capturing
expectations surrounding deliverables.

Interpretation,
story and insight

The Discovery workshop during the design
phase of research will go along way to...