Market Understanding

A study designed to bet­ter under­stand der­ma­tol­o­gists aware­ness, per­cep­tion and knowl­edge of a spe­cific skin con­di­tion; and to under­stand their con­fi­dence and abil­ity to iden­tify symp­toms, diag­nose and treat it


A pre­lim­i­nary qual­i­ta­tive phase con­sist­ing of in-office inter­views with der­ma­tol­o­gists in Lebanon, Saudi Ara­bia and Mex­ico. The qual­i­ta­tive research was under­taken to bet­ter gauge der­ma­tol­o­gists’ knowl­edge, expe­ri­ence and famil­iar­ity of the skin con­di­tion – as well as to explore any cul­tural or mar­ket specifics that might rep­re­sent bar­ri­ers to diag­no­sis or treat­ment. Under­stand­ing gen­er­ated dur­ing this phase of research was used to sup­port design of the quan­ti­ta­tive questionnaire.


A total of 303 inter­views across 7 mar­kets rang­ing from Alge­ria to Mex­ico; ques­tion­naires were self-administered online, con­ducted via tele­phone or face-to-face via an offline ver­sion of the link. With such diverse mar­kets, it was impor­tant to ensure that the method was suit­able for each mar­ket, and as such some flex­i­bil­ity was required.


The ques­tion­naire com­prised pri­mar­ily closed, but also some open-end ques­tions – includ­ing key ques­tions related to aware­ness and famil­iar­ity of the con­di­tion, atti­tu­di­nal ques­tions regard­ing con­fi­dence in diag­nos­ing and treat­ing it, use of treat­ments, dri­vers and bar­ri­ers to usage as well as a focus on unmet needs.


Due to a wide range of physi­cian atti­tudes to treat­ment and diag­no­sis, pref­er­ence for treat­ment options and the num­bers of patients seen and treated, research results were analysed and reports pro­duced on an indi­vid­ual coun­try basis.  This pro­vided a much greater, more nuanced under­stand­ing of the issues rel­e­vant to indi­vid­ual coun­tries than would have been the case with an over­all global report.  In addi­tion to indi­vid­ual coun­try reports, we pro­vided the client with a report com­par­ing the dif­fer­ences between coun­tries on a range of key vari­ables and, a detailed inter­ac­tive info­graphic for use by our client and affil­i­ate companies.