A novel approach to modelling the prescribing decision, integrating physician and patient influences

Phil Mellor

and

Stuart Green
Adelphi International Research Ltd

Summary

The marketing need of our client was to make decisions on positioning options available to a new product for the treatment of an important and common disease, and one where patients are known to have views on their treatment. The marketing research was required to provide a decision support model based on a quantitative understanding of the potential impact of product profile options. A forecasting tool was designed that integrated insights both from the physician and the patient perspective.