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First Few Prescribing Experiences Determine Physician Perceptions

The importance of proper patient identification at launch cannot be overstated. The feedback from the initial patients prescribed your product is one of the most important factors in determining how physicians perceive its utility vs. the competition.  Multiply this by all your target physicians, and these initial experiences have a huge impact on your initial launch curve and ultimately launch success. While patient experiences may be channeled through nurses, other healthcare professionals or even office staff, they always finds their way back to the physician. We consider these invisible product ‘details’ to be among the most important initial drivers or barriers to physician prescribing at launch, and they take a couple of forms.

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