The science behind choices of drugs for patients

This article examines the findings of a mobile pharmaceutical study which revealed that, contrary to the manufacturer's understanding, patients play a significant role in the treatment decision, by proactively researching and suggesting possible treatments.

Imagine a familiar scenario: A pharmaceutical manufacturer needs to understand why physicians are prescribing a competitive drug at far greater numbers than their own drug. Both came to market around the same time, and the products have similar safety, efficacy, and administration methods. This pharmaceutical company needs to understand the drivers behind the prescribing of these treatments in order to better reach the target patients and communicate the benefits of their product to the prescribing physicians.

The company first turned to several traditional market research methodologies consisting of qualitative chart audits and quantitative brand association research to answer these questions....

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