We analysed the research that AstraZeneca had already conducted including a comprehensive U&A study. Using this valuable resource as a base we developed positioning options that we tested through qualitative research globally.
Through this research we established that Physicians, when having to treat empirically in these severe infection cases thought more in terms of risk factors than traditional patient types – we therefore devised a novel research methodology wherein Physicians identified the combination of risk factors that determined when they would use Zavicefta.
This was confirmed through quantitative research and a decision tree was built to ensure Physicians in practice could identify the Zavicefta moment.