Case Study: International Health Organizations
and Industries

​​Project Background

A leading pharmaceutical company specializing in palliative care medicines has identified West Africa as a strategic market for expansion. With the region facing an increasing need due to the aging population and rising incidence of chronic diseases, the company aimed to introduce its product offerings to local healthcare providers. However, a key challenge lies in overcoming the cultural and professional misconceptions surrounding palliative care, which is often misunderstood or stigmatized in the region. Recognizing the importance of addressing these barriers, the pharmaceutical company sought our expertise to conduct research to better understand the perspectives of local healthcare professionals on palliative care and how these perceptions could shape its market entry strategy.

 

​​

Mandate

We were commissioned to carry out a comprehensive research study aimed at assessing the perspectives, misconceptions, and barriers that local healthcare professionals in West Africa hold toward palliative and end-of-life care. The mandate was to gather in-depth insights into the current knowledge, practices, and attitudes of healthcare providers regarding palliative care, with the ultimate goal of informing the pharmaceutical company’s market entry strategy and marketing plan. The findings from this research helped the company address and overcome key obstacles to successful product adoption and acceptance within the region.

​​

​​

Methodology

A. Data Collection and Analysis

The research was conducted using a mixed-methods approach, combining quantitative surveys with qualitative interviews. A sample of local healthcare professionals, including general practitioners, specialists, palliative care professionals, nurses, and social workers, was surveyed to gather a broad spectrum of insights. The survey focused on key themes such as awareness of palliative care, perceived benefits and limitations, cultural attitudes, and existing knowledge gaps. In-depth interviews were also conducted with a smaller group of healthcare providers to capture more nuanced perspectives and better understand regional-specific challenges. Data analysis was conducted using both descriptive statistics for the quantitative data and thematic analysis for the qualitative responses. This combined approach allowed for the identification of core issues and patterns across different groups of healthcare providers.

 

B. Results Dissemination

Once the data was analyzed, the results were disseminated through a series of comprehensive reports and presentations tailored to both the pharmaceutical company and local stakeholders. A detailed executive summary was provided to the pharmaceutical company, outlining the key findings, including specific barriers to palliative care adoption such as misconceptions, cultural resistance, and lack of adequate training. Additionally, the results were shared with local healthcare associations and relevant policymakers in West Africa to ensure that the findings could help shape broader healthcare policies and educational initiatives. Finally, targeted workshops and webinars were conducted with local healthcare professionals to present the findings and foster discussions on the integration of palliative care into existing healthcare practices.

 

Impact

The project we led  had a significant impact on both the pharmaceutical company’s market strategy and the wider healthcare landscape in West Africa. By addressing misconceptions and identifying key barriers, the findings provided valuable insights that allowed the company to tailor its marketing plan and product positioning to align with local medical realities and cultural sensibilities. This led to the development of educational initiatives aimed at improving knowledge of palliative care among healthcare providers, helping them feel more confident in recommending and administering palliative treatments. The study also played a crucial role in shifting attitudes toward end-of-life care, fostering a more compassionate and informed approach to palliative care in West Africa. Ultimately, the project helped create a more favourable environment for the company's market penetration while contributing to the overall improvement of palliative care services in the region.

 

​​​

See how we can help you increase your reach in new parts of the world: Contact us!