A leading pharmaceutical company with a strong history of developing cardiovascular, diabetes, and vaccine therapies was entering the oncology market with the upcoming launch of a drug designed as a second- or third-line treatment for relapsed/refractory multiple myeloma. The company realized that it had a lot of questions about the audience and hypotheses it needed to validate to ensure proper segmentation and targeting for the new drug, including: • What is the ideal patient profile and variables within the profile? • What lab tests are indicative of relapsed/refractory multiple myeloma? • What are the steps in the patient journey that yield a brand-eligible patient? • How do you identify physicians that are treating those types of patients? • How do you best educate those physicia

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