Case
We revealed what really drives purchase decisions in the launch of an obesity drug in Mexico
Context
A pharmaceutical multinational evaluating the pricing strategy for the launch of an obesity drug in the Mexican market — a market with low diagnosis and treatment-seeking rates.
Approach
- Application of advanced statistical techniques to reveal patients' true decision preferences, beyond what direct questions can capture;
- Conjoint analysis (Discrete Choice Experiment) with patients, testing hypothetical combinations of administration route, mechanism of action, side effects, expected weight loss, and price;
- Statistical decomposition of each attribute's weight in the final decision, segmented by patient profile;
- Econometric price-volume elasticity model to simulate revenue scenarios, validated through interviews with specialist physicians.
Results
- Side effects identified as statistically more relevant than price in the patient's decision;
- Confirmation of inelastic demand behavior within a defined price range, guiding the client's commercial decision.