01
Client context
The laboratory had launched an advanced diagnostic test, but ordering volumes were well below expectations.
02
Business challenge
The commercial team assumed price was the barrier; medical affairs suspected awareness and evidence gaps.
03
Research objective & questions
Identify the barriers and drivers of physician ordering behaviour and design an engagement plan.
- How aware are physicians of the test and its clinical value?
- What evidence do they need before ordering?
- How do patient cost and reimbursement affect decisions?
- Which channels influence physician behaviour?
04
Methodology & approach
- Physician IDIs
- Specialists and general practitioners across practice settings.
- Quantitative survey
- Awareness, perceptions and ordering barriers by specialty.
- KOL interviews
- Views of opinion leaders on guidelines and evidence.
- Sales force interviews
- Field perspective on objections.
05
Sample & geography
- ~25 physician IDIs
- ~250 physician survey respondents
- ~5 KOL interviews
- Geography — India
06
Key findings
- Many physicians were unsure when the test changed treatment decisions.
- Patient out-of-pocket cost discouraged ordering in private practice.
- Peer-reviewed evidence and guideline references were decisive.
- Physicians wanted faster, clearer reports.
07
Business implications
- Develop clinical decision guides by indication.
- Explore patient payment options and insurer coverage.
- Redesign reports for clarity and turnaround.
08
Outcome
The client gained a physician segmentation, barrier map and medical engagement plan to grow appropriate test utilisation.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.