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Key Question for Predicting Launch Success

You’ve done all the right market research and you look over the scores for your carefully crafted brand positioning and messaging platform tested with your high-value segment.The Question

  • Believability – 10 out of 10
  • Comprehension – 10 out of 10
  • Differentiation – 10 out of 10
  • Likelihood to Prescribe – 10 out of 10

You started to feel confident about your product’s potential despite the competitive market place and the concerns that managed care won’t be receptive to your premium price strategy. Yet, you haven’t asked the one the cut through the hypothetical responses on intent and gets to actual behavior. The key question that is going to determine the success of your brand is the following:

Would you be willing to complete a statement of medical necessity (SMN) in order to get Product X?

Ok . . .Insert skidding brakes sound effect as your physicians slowly back pedal from those high scores for Product X and start to explain why completing a SMN would not be in the cards for your brand.

Beyond the obvious, why is this simple question a great gauge of your product’s success? The main reason is that it gives you a true read on whether your product truly addresses an unmet need in the category, as the MD now has to invest some of his own and his practice’s time to get the product.

So, next time you are validating your launch positioning and message platform, be sure you’re asking the question that will really get to the heart of the matter.

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