Insight Mining: Launching in a Crowded Global Marketplace (HCV) CHALLENGE Position HCV Franchise for a successful launch in an anticipated dynamic future market. Specifically: Understand motivations and behaviors of HCPs treating HCV along with their perceptions of current treatment landscape (unmet needs and awareness of the treatment paradigm shift) SachsGauge reactions to TPPs and identify perceived value of future agentsUnderstand emotional response, reasons to believe and laddered benefits associated with future Rx APPROACH Multi-country research with PCPs, NP / PAs in US, Germany and Brazil using in- person IDIs, Dyads / Triads followed by TDIs and in-field interviews. Creative techniques were used to uncover emotional as well as functional benefits of products in development.OUTCOME

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