Behaviorally-Informed Market Understanding to Guide a New Immunology Therapy Launch

Our Challenge: A global immunology team needed to understand how specialists truly make treatment sequencing decisions for a complex autoimmune condition. Prior research left key gaps: why escalation is delayed, how clinicians prioritize patients, which evidence formats they trust, and where a new therapy could credibly win in a crowded landscape. 

Our Unique Approach: We executed a qual → quant → cross-cultural qual program to uncover the behavioral forces behind prescribing. We exposed physicians' implicit mental models, shortcuts, and inconsistencies; quantified the prevalence and strength of behavioral drivers shaping escalation; and identified regional diagnostic and MOA-familiarity differences impacting adoption. This approach revealed diagnostic constraints, rationalization patterns, and the real evidence specialists rely on when trialing new therapies. 

Successful Outcomes: The work transformed leadership's understanding of the market and became a signature internal example of how behavioral science can unlock strategic advantage in complex therapeutic categories. It clarified true escalation triggers, delivered five high-impact launch opportunities, and created a unified internal narrative equipping cross-functional teams with a behaviorally grounded, commercially actionable launch story.