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Overcoming Physician Decision Fatigue

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. Read On

Most Important Detail Isn’t Delivered by Your Field Force

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:
Read On

DTC Evidence – NIMBY Phenomenon

Practicing Evidence-Based Marketing for the last 8 years has allowed ROF to cultivate a collection of normative insights across a range of therapeutics that most biopharma marketers truly appreciate. After all of these years, I have found one discipline that remains resistant to normative evidence – DTC marketers. We like to call it the NIMBY phenomenon relating to DTC evidence. You may recall that the acronym NIMBY stands for Not In My Back Yard. The general application of the concept applied to DTC is that while marketers generally advocate for more evidence and insight on the effectiveness of marketing programs, they often oppose the application of that evidence to DTC investments because it would require sacrifice on their part. This phenomenon means that unless you have data in their specific category then it’s not applicable to them and their brand.

Let me give a demonstration of the NIMBY phenomenon in action. I posted in 2010, “Majority of DTC Advertising Stimulates an ‘Inquiry’ Not a Branded Request.” The blog post addressed the conventional wisdom that a large majority of patients activated by DTC specifically request or ask for a prescription product, when in fact, the evidence shows that the majority of DTC campaigns generate at best inquires about a product. Now, you might be thinking, “This was back in 2010. In the last 4 years, patients have become more empowered and will be more comfortable making branded requests based on DTC.” Think again. Read On

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