Read the case study. Using the case study and your best judgement, complete the following: 1. Describe the context of the business problem? What's going on here? 2. What is the decision problem? And, what business decisions will this research inform? 3. What is the research problem? What are the specific research objectives? 4. Is this research discovery-oriented or strategy-oriented? 5. What audience is this research focused on? From whom did we collect information? 6. What constraints, if any, do you see with this project? 7. What hypotheses might you have about what you think you'll find? Submit as a Word document. No more than two pages, with a max of 12 -point font. Answer the questions completely. Concise writing is encouraged, but only to the extent that it fully answers the questions. Case Study, Acropolis Pharma Acropolis Pharma is dedicated to making healthier lving avalable to the world through innovation and access bility. Their products treat a range of health conditions, and their business practices center on passing cost lavings to patients wherever possible. A mainstay of this value focus is Acropolishid, an entoliment program that provides dicounts and rebates on Acropols preicriptions. Detmatologr makes up 25% of Acropolis Pharma's revenue, with produtts for eczerna, acne, rosacea, and psoriasis. Dermatology leadership is currenty focused on innovation in new treatment areas while maintainine Acropolis existing position with establahed products, One of its established products is Alpha Cream, a once-daly cream for treatment of ectema fare-ups. Patient data and anecdotes from sales representatives show that phrysicians sometimes prescribe Alpha Cream for other skin conditions as wel. The once-dail regimen is an important differentiator for. Npha Cream, as other treatments on the market today require twice-daily use. Medx Foam, marketed by Ocean Dermatology, is one such competitor. While MedX, Foam requires more frequent application, some patients prefer the unique foam consstency as it allows for easier coverage of the affected area. Lumen Tablets, marketed by M,Cor, are an oral treatment, prescribed as an alferhative to topical creams and geks. Lumen tablet dosing vares, but the tablets are not recommended for longterm use Apha Cream, MedX Foam, and tumen Tablets togethet account for over 70K of U.S. pcescriptions writien for ectems The Head of US: Marketing for ectema products has asked vou to help her understand bew the Apha Cream saies force is doine she wants to know the effectiveness of the Q1 messaging strategr, as well as how Acropolis reps are doing compured to their main competson. After further conversation, you learh that in the eciemu categorv, the sales messaging strategr (also called Plan of Mction of hoA) is set at the rational level. Thece is no desire or plan to devise different saies strateftes for: different regions or types of healhcare providers dermatologsts and nufse practuoners recelve sales calis the lame wav. The information you provide wil be used to develop strategv for the 02 pon using easting messagine No new messages will be created this yeaf. The insights team recenty conducted the pilot wave of a sales force tracking stuev. Data wefe collected six weeks after the QI Pox meetine among a list of dermatologits and nurse practioners who Acropols reps hwe visted You have a set of tabulated data from this study to use in your analysh You also have access to the shides from. the OI POA meeting from these slides, wou learn that reps were diected to focus messaging for the quarter on two key messages After further conversation, you learn that in the eczema category, the sales messaging strategy (also called Plan of Action or POA) is set at the national level. There is no desire or plan to devise different sales strategies for different regions or types of healthcare providers; dermatologists and nurse practitioners receive sales calis the same way. The information you provide will be used to develop strategy for the Q2 POA using existing messaging. No new messages will be created this year. The insights team recently conducted the pilot wave of a sales force tracking study. Data were collected six weeks after the Q1 POA meeting among a list of dermatologists and nurse practitioners who Acropolis reps have visited. You have a set of tabulated data from this study to use in your analysis. You also have adcess to the slides from the Q1 POA meeting. From these slides, you learn that reps were directed to focus messaging for the quarter on two key messages: - Alpha Cream is a once-daily usage regimen - Alpha Cream is now available in a larger size for the same copay
