Understanding The Prescribing Decision
Modeling the Role of Patient Factors
David A. Luery Senior Vice President and Associate Director, Taylor Nelson Sofres Healthcare, United States.
INTRODUCTION AND MOTIVATION FOR THE PAPER
A primary focus of pharmaceutical market researchers is modeling the prescribing decision. After all, if we understand what factors physicians weigh in making their choices of one drug over another, we will know the factors that either drive or retard the usage of our product. Better understanding the prescribing decision will help us build forecasting models, design communication strategies, and position/reposition our product. Traditionally, in trying to understand...