Shifting prescribing through service insight
The challenge
The product entered a therapy area where prescribing patterns were well established.
Although the treatment offered a clear cost advantage, uptake remained low. Medicines management teams were not yet engaged and clinicians continued prescribing familiar alternatives.
Economic arguments alone were not enough to change behaviour.
Cheemia’s approach
Cheemia repositioned the product from a cost-based proposition to a clinical and service enabler, aligning engagement with clinical practice and service delivery.
The work focused on identifying where the product could support day-to-day care, extending engagement beyond prescribers to include stakeholders involved in service delivery, such as nurses.
Key elements included:
- identifying stakeholders beyond traditional prescribing roles
- positioning the product as a clinical enabler
- creating an educational meeting series focused on nurse-led challenges
- developing a national case study booklet with nurse educators
This reframed the discussion from cost to clinical value.
Outcomes
The product became recognised as appropriate for 25–40% of clinic populations, significantly exceeding early projections.
The UK went on to become the lead growth market in Europe for the formulation, and the approach was later used as a template in other regions.