CASE STUDY #1 - SK&A's Custom Primary Research SolutionsBACKGROUND:A biotech company with a Phase 3 pipeline cancer drug needed SK&A to custom profile all U.S. office-based Urologists and Oncologists for the purpose of creating sales territories based on their target market. SITUATION: The biotech company had two main questions they needed answered. They needed to find out which office-based Urologists had infusion therapy on-site, as those who did were more viable sales targets. In addition, they company needed to dearly understand the prostate cancer patient volume range in U.S. Oncology offices. APPROACH: The custom calling team in the SK&A call research center began with a database of 9,000 Urologist and Oncologist practices. Since physicians are seeing patients throughout the day, the questions were structured to be easily answered by an office or business manager. The necessary profiling (in both Urology and Oncology) was collected by 95% of the sites in less then 90 days. Only 5% of the sites declined to provide the requested information or were not reached at all. In Urology sites, the research associates recorded whether or not the site had access to infusion therapy. In Oncology sites, the exact number of new prostate cancer patients (in an average month) was recorded. RESULTS: SK&A gathered valuable information that helped our client successfully generate future sales territories.
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