Case Study: Acropolis Pharma Acropolis Pharma is dedicated to making healthier living available to the world through innovation and accessibility. Their products treat a range of health conditions, and their business practices center on passing cost savings to patients wherever possible. A mainstay of this value focus is AcropolisAid, an enroliment program that provides discounts and rebates on Acropolis prescriptions. Dermatology makes up 25\% of Acropolis Pharma's revenue, with products for eczema, acne, fosacea, and psoriasis. Dermatology leadership is currently focused on innowation in new treatment areas while maintaining Acropolis' existing position with established products. One of its established products is Alpha Cream, a once-daily cream for treatment of eczema flare-ups. Patient data and anecdotes from sales representatives show that physicians sometimes prescribe Alpha Cream for other skin conditions as well. The once-daily regimen is an important differentiator for Alpha 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 consistency as it allows for easier coverage of the affected area. Lumen Tablets, marketed by MyCor, are an oral treatment prescribed as an alternative to topical creams and gels. Lumen tablet dosing varies, but the tablets are not recommended for long. term use. Alpha Cream, MedX Foarn, and Lumen Tablets together account for over 70\% of U.S. prescriptions written for eczema. The Head of U.S. Marketing for eczema products has asked you to help her understand how the Alpha Cream sales force is doing. She wants to know the effectiveness of the Q1 messaging strategy, as well as how Acropolis reps are doing compared to their main competitors. 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 calls 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 sax 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 access 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 copary SURVEY DATA (ACCESS ON CANVAS UNDER MODULES "PROJECT FRAMEWORK") See Project Framework for complete details... 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 strategyoriented? 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