Global Perspectives on Migraine Treatment: Physician Insights on Product X

Client

Global pharmaceutical manufacturer advancing innovative neurological therapies

Service

Physician insight-led communication strategy

Sector

Neurology & CNS Therapeutics

Coverage

UAE, China, Mexico

Migraine remains a prevalent yet under-treated neurological condition in many global markets. A leading pharmaceutical company developing breakthrough treatments in this area partnered with us to better understand how physicians approach migraine management and to evaluate the effectiveness of early-stage promotional content for a novel therapy, Product X. The objective was to align clinical messaging optimization and clinical support with real-world physician-driven migraine therapy adoption insights and market-specific physician needs.

The challenge

Product X entered a competitive therapeutic landscape with varying levels of awareness and adoption across markets. To successfully position the product, the client needed to understand both prescribers’ and non-prescribers’ decision-making criteria, perceptions of existing communication materials, and regional factors influencing uptake. The study aimed to uncover barriers to prescribing new neurological medications and generate actionable feedback to refine global trends in migraine drug communication effectiveness and local engagement strategies.

What we did

We conducted qualitative research on the global prescriber behavior program across three high-priority markets, UAE, China, and Mexico, engaging 24 physicians through guided in-depth interviews. Each market included a mix of General Practitioners and Neurologists who actively treat migraine patients. Importantly, half of the respondents in each country had already prescribed Product X, while the other half had not, allowing for direct comparison of perspectives.

Sessions were conducted in native languages via Zoom, with simultaneous English translation to ensure accurate interpretation. During each 60-minute interview, participants were exposed to clinical and marketing materials through live screen-sharing to elicit immediate, authentic feedback on content, tone, and clarity.

The impact of the research

The study uncovered critical insights into prescribing behavior and content resonance across both physician type and geography. Product X prescribers expressed strong confidence in its efficacy, especially its rapid symptom relief and favorable side effect profile. Non-prescribers were cautiously optimistic, citing the need for additional data, peer recommendations, or support around pricing and access.

Regional strategies for migraine drug positioning emerged based on specific local needs and feedback:

• UAE: Physicians responded strongly to peer testimonials and CME-driven engagement.

• China: Local regulatory data, scientific publications, and evidence-based credibility were essential.

• Mexico: Cost clarity and reimbursement guidance were crucial to overcoming access concerns.

Content preferences varied by specialty: Neurologists favored detailed scientific rationale and mechanisms of action, while General Practitioners preferred concise, patient-facing materials. Case studies and real-world patient outcomes proved universally engaging.

These insights enabled the client to refine early-stage drug positioning, optimize educational materials for clarity and impact, and create tailored doctor engagement strategies for new migraine therapies. They could also optimize HCP education in neurology treatments, ensuring a more targeted approach in each market.

Key outcomes included:

• Specialist engagement strategy refinement based on regional prescribing trends and physician attitudes.

• The global prescriber segmentation allowed for more focused treatment access dynamics strategies.

• Digital interview methodology provided a direct, scalable approach for gathering cross-market feedback.

• Healthcare content testing informed the development of clinical adoption research and drug communication refinement that addressed local concerns and global standards.

This allowed for actionable changes in neurology brand launch strategies and therapeutic market feedback, ensuring that both regional prescribing trends and global HCP sentiment were considered in the final product positioning.

Validate and accelerate your treatment strategy with expert-led physician insight; contact us to drive smarter, regionally tailored product success.