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3 minute read
Most launch teams are not short on data. In the five launches ZoomRx describes in Blind Spots in Launch Tracking, teams had syndicated scripts, claims dashboards, advisory board readouts, conference share-of-voice, patient ATU data, and message-effectiveness scores. The harder question was which of the next decision’s questions that data could answer, and which needed something new.
Primary vs secondary market research, in a launch context
Secondary market research uses data that already exists: syndicated prescription data, claims, published studies, and the results of trackers you already run. Primary market research collects new data for a specific question, such as a new survey wave, patient chart module, or qualitative interviews.
In a launch, the line is less clean. A brand tracker you already field is primary research, but once a wave is in, it becomes existing data that can be re-cut. That gives launch teams three options, not two.
Three tiers: re-cut, re-analyze, or field something new
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Tier |
What it means |
When it fits |
Example from the five launches |
|
1. Re-cut existing data |
New cuts or segments of data you already hold |
The answer may already be in the data, hidden by an aggregate view |
A mid-size rare-disease biotech re-cut its patient ATU to examine the funnel in more detail before testing the safety-fear story |
|
2. Add an analysis to a running tracker |
A new analytic layer on a study you already field |
The data exists, but no one has asked it the right question |
A top-20 pharma added sequencing analysis to its promotional effectiveness tracker (PET), linking message order to prescribing intent |
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3. Field new research |
New modules, a new audience, or a new cadence |
The question needs data that does not exist yet |
A top-5 pharma launched a weekly pulse across PCPs and specialists after an indication-expanding readout |
Most of the five teams used more than one tier. The rare-disease team re-cut its ATU, then layered in social listening and HCP-patient conversations. The top-20 team added AI-moderated exploratory interviews to explain what the sequencing analysis found.
Questions existing data usually answers well
- Where prescribing is happening. One top-10 pharma’s secondary data showed this clearly in a major solid-tumor indication.
- Whether the market is moving. The whitepaper describes the typical pre-launch read: awareness building, forecasts holding, and early feedback suggesting the market is moving.
Questions that usually need a new analysis or new fieldwork
- Where the standard of care is truly vulnerable. The same top-10 pharma needed a monthly integrated tracker, patient chart data, and focused qualitative interviews to find it. See how pre-launch hypothesis testing works.
- Which patients a competitor is actually winning. A small specialty biotech needed patient chart data and competitive promotion tracking to see that a rival’s traction sat in one patient archetype.
- Whether two audiences respond to the same claim differently, when the existing tracker reports them together.
- Whether a signal is real, fast enough to act, when the existing cadence is quarterly.
Four questions to ask before you commission anything
- What decision does this answer change? If no plan, spend, or message would move, the question can wait.
- Is the answer hidden in an aggregate? If yes, start with a re-cut.
- Does the data exist at all? Patient-level reasons, competitor rep messaging, and patient community narratives usually need new collection.
- Will the next scheduled wave arrive in time? If not, the cadence itself is the gap.
See all five launches
Blind Spots in Launch Tracking follows five blinded ZoomRx client launches, each at a different point in the launch arc. Download the whitepaper →
To build all three tiers into one program, explore Launch Excellence, ATU brand tracking, and Promotional Effectiveness Tracking.