A More Dynamic Way of Conducting Research
Difference Engine™ helps you understand how and for whom physicians will prescribe your product, enabling you to accelerate adoption and correct mistakes before the brand positioning is solidified.
- The client was launching a new insulin into a crowded and commoditized market
- From the start, they wanted to establish which patients or patient characteristics would likely prompt trial and use
- They had the opportunity to launch as many as four formulations of the new product and needed to know how each formulation would succeed, both individually and in combination
Create a compelling case for initiating and continuing to prescribe the product by identifying and magnifying specific patient characteristics that physicians could easily “attribute” to the product and thereby establish and increase market share and revenues.
In Phase Two, patient-based choice models fuel the Difference Engine. Our process allows us to vary and test drivers at all three steps: Patient Characteristics, Product Attributes and Market Events.
Every detail of the patient profiles were systematically varied in the study to create micro-level detail on which patient characteristics most influence prescribing.