From rare disease to primary care, many of the medical advancements coming out of R&D deliver convenience-based benefits versus superior efficacy over the standard of care. While ‘convenience’ benefits such as improvements in dose frequency and/or method of administration are indeed valuable, it has become quite easy for today’s marketers to believe that just positioning on convenience to prescribers and patients will automatically generate sales. If you look at the evidence, you’ll quickly see that in most cases it just doesn’t happen that way.
ROF delved into this area for a Client that wanted to learn from other launches and not default automatically to the obvious positioning focus of convenience for their product. During our analysis, we uncovered 5 key lessons that are critical to consider when your new product has a unique attribute around convenience.
- Efficacy is the primary consideration for treatment selection, so unless you establish your efficacy credentials (even at parity), physicians will never internalize your convenience story
- Convenience without an overt, communicable benefit does not create an urgency to switch (that’s if you actually have switch data)
- The power of physician inertia in an established marketplace can and should not be underestimated, with warfarin as the poster child for this lesson.
- Payers and access concerns can significantly attenuate the trajectory of a convenience-focused launch as payers only pay for improved outcomes, not increased convenience
- Advocacy groups can be powerful partners in helping to share your brand story with key stakeholders and to highlight the unmet medical need that your convenience benefit addresses (without compromising your efficacy perceptions)
So if you’ve got a product, and you’re concerned about over-relying on convenience in your launch positioning, why not contact ROF for a consult. What do you have to lose… other than market share?