Clearer understanding of physicians' prescribing behaviour is becoming increasingly important in conditions such as relapsed and refractory Multiple Myeloma (rrMM) where the market is highly competitive, saturated, and lacks head-to-head clinical trials across all regimens. Treatment choice is a complex decision-making process and market researchers must now find innovative ways to dig deeper into this behaviour and use more focussed and innovative techniques to unearth the real drivers of decision-making.
With therapy area expertise and advice from Celgene, a leading pharmaceutical company in the field of oncology, and supported by NeuroStrata~CloudArmy, developer of implicit neuromarketing technology and M3 Global Research, recruitment and fieldwork partner, we sought to understand what drives physician perceptions of different treatment combination regimens in rrMM and to validate three hypotheses:
- Physicians see themselves as entirely rational decision-makers and downplay behavioural biases and the influence of brand.
- Brands generate different gut responses among physicians that can impact the overall perception of a treatment regimen when they are combined.
- When faced with the time and effort involved in navigating complex options, physicians will use mental short-cuts such as familiarity and comfort when prescribing.