Dermatology Company | Acne ATU Market Research Study
How a household name dermatology company deepened its understanding of prescribing trends and physician preferences in the dynamic acne therapeutics market through comprehensive ATU analysis across four waves of research.
Project Details
Key Findings
The Challenge
A household name dermatology company aimed to deepen its understanding of prescribing trends, physician preferences, and treatment patterns in the dynamic acne therapeutics market with a diverse product portfolio in a highly competitive environment.
- Validate longitudinal trends in product usage
- Benchmark awareness, trial, and usage (ATU) metrics
- Understand prescribing patterns across patient demographics
- Identify competitive positioning opportunities
Our Approach
Wave IV Acne ATU Study
PROOF Insights designed and implemented a comprehensive online quantitative study targeting U.S.-based dermatology professionals, building upon previous waves to capture both quantitative metrics and directional insights.
Comprehensive Sample
Over 200 dermatologists and nurse practitioners/physician assistants
Case-Based Methodology
Structured scenario-based questions for realistic prescribing behavior
Treatment Analysis
Monotherapy vs. multiple therapy diagnostics and switching behaviors
Brand Evaluation
Comprehensive brand attribute ratings and competitive analysis
Detailed Findings
Prescribing Trends
- Oral antibiotics remained most commonly prescribed across all severity levels
- Increased adoption of three topicals
- Improved compliance and patient satisfaction drove adoption
Treatment Strategies
- 70% of acne patients treated with combination therapy
- Moderate-to-severe inflammatory acne favored multi-therapy
- Mild-to-moderate comedonal acne received monotherapy
Demographic Insights
- NPs/PAs reported higher proportions of ethnic female patients
- 11% average increase in ethnic female acne patients year-over-year
- Growing diversity in patient demographics across practices
Product Preferences
- Efficacy and tolerability remained top decision factors
- Cost sensitivity and vehicle/formulation increasingly influential
- Two topicals achieved highest brand ratings overall
Impact & Outcomes
Strategic Business Impact
Product Positioning
Refined messaging for the two topicals, highlighting compliance benefits and efficacy in ethnic skin types
Prescriber Targeting
Increased focus on NP/PA engagement, given their growing patient volume and prescribing autonomy
Portfolio Management
Guided ongoing investment in high-performing therapies while deprioritizing less frequently used options
Market Segmentation
Informed culturally sensitive messaging and access strategy based on demographic prescribing patterns
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