EVIDENCE bLOG - Page 2 of 45 - Return On Focus Return On Focus --- https://returnonfocus.com --- Return On Focus

    Overcoming Physician Decision Fatigue

    Our evidence-based marketing approach provides us with a unique lens to observe and provide insights and commentary on industry news and common client experiences. Please note that any similarities of the events and insights provided here to your current brand situation are purely intentional and should not be considered coincidental. If you see yourself or your brand in any of the blog posts below, feel free to comment and tell us about your experiences.

    Overcoming Physician Decision Fatigue

    April 5, 2016

    Busy DoctorOur industry is making significant progress in many therapeutic areas, especially with the promise of immuno-therapies and personalized medicine. However, even with these advances, prescribing inertia or as one client calls it ‘muscle memory prescribing’ continues to be a significant competitive threat to new product launches. I believe the reason for this inertia is “decision fatigue.”

    Most marketers lack a sincere appreciation for the number of prescribing or prescribing-like decisions that the average physician has to make in a single day. The processes that Clients traditionally engage in to develop or examine positioning and marketing strategy often look at prescribing without this important context, even with the ubiquitous multiple page buying process in hand. (more…)

    5 Market Research Changes Necessary to Be Successful in Rare Disease Markets

    March 6, 2016

    Market ResearchSuccessfully developing and validating brand positioning and strategy in rare disease markets, whether with physicians or patients, requires a different set of market research practices. At ROF, we have identified five key distinctions that marketing and market research directors need to account for prior to implementing validation plans in these smaller markets: (more…)

    Most Important Detail Isn’t Delivered by Your Field Force

    January 29, 2016

    Doctor & Patient TalkingThe importance of proper patient identification at launch cannot be underestimated. I previously wrote about it being the key to a successful launch from the perspective of physician marketing and targeting. Yet, the biggest impact proper patient identification has on the physician is not from your marketing efforts at all, but from an invisible detail that most biotechnology companies don’t even measure – the feedback from the patients initially prescribed your product after launch.

    What we see is that marketers obsess over the volume of scripts on a weekly or even daily basis, but virtually pay no attention to the attributes of those early patients until it’s too late.

    The patient feedback comprised in this incredibly impactful invisible detail is based on two different types of evidence:
    (more…)

    « Newer PostsOlder Posts »
    Follow us on
    Pinterest Twitter slideshare
    Contact Us
    XXX

    Powered by WordPress