More Choice Isn’t Better for the Prescriber « Return On Focus --- http://returnonfocus.com --- Return On Focus

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    More Choice Isn’t Better for the Prescriber

    October 8, 2011

    Physicians are experiencing new prescription product overload in categories ranging from renal cell carcinoma (RCC) to Hepatitis C. While this is wonderful for patients, it’s becoming increasingly more difficult for prescribers to keep track of all these new products and subsequent clinical findings.

    The absence of any product sequencing data makes prescribing decisions even more challenging as both patient and prescriber wonder what opportunities they may be sacrificing down the line based on their initial product choice.

    This brings me to my point that having more choice isn’t always better. An often-referenced choice study, most recently cited in the book Paradox of Choice, demonstrated in a grocery story experiment that while a tasting display of 24 jams generated more traffic, a display with only 6 jams generated more sales.

    It’s believed that as choices increase, consumers make up mental short cuts called heuristics in order to streamline selection. In categories like RCC, it would be critical to understand the heuristics Oncologists have developed to decide between Afinitor, Avastin, Nexavar, Sutent, Torisel, and Votrient. Remember, these are mental short cuts, NOT paragraph-long positioning statements.

    Taking a step back, the Oncologist is not only balancing these 6 advanced RCC treatments, but another 200 – 300 other products for various other tumor types, which makes industry insights about the mental short cuts used even more important. Can you articulate the heuristics in your category and for your brand?

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