Dynamic Practice Simulation® (DPS®)

As the balance of decision control shifts between prescribers, patients, and payers, healthcare product marketers need to determine:

  • How frequently, when, and to whom their product will be prescribed
  • How much impact tier placement and utilization controls will have on market share
  • Which specific patient attributes, product perceptions, physician beliefs, and practice demographics play significant roles in driving market behavior
  • How much impact future events — new market entrants, competitors’ loss of exclusivity, advances in electronic prescribing, and new formulary management methods — will have as much as 5-7 years into the future

Introduced in 1995 and a continuing asset for healthcare decision makers, Dynamic Practice Simulation® is the most lifelike Marketing Research prescribing simulation available in healthcare today.  DPS® creates “real” patient profiles from as many as 20 different variables, which empowers you to observe treatment choices for a diverse patient population. Physicians “prescribe” on a realistic ERx tool, which enables you to test the impact of real-time adjudication and changes in formulary status on prescribing behavior. Because DPS® analyzes markets at the prescription level, we can characterize market behavior, not mere brand perceptions.

Clients have described DPS® as “uniquely versatile” and “the Swiss Army knife of marketing research.”  RG+A integrates DPS® with choice exercises for pre-launch positioning and forecasting.  We can design studies in progressive diseases ranging from cancer to diabetes or COPD to treat treatment of a single patient through lines of therapy as each successive therapy proves ineffective.

You can deploy DPS® to accomplish several research tasks, sometimes in the same study:

  • Identify product attributes, physician beliefs, and/or patient characteristics that drive markets
  • Track patient treatment across lines of therapy
  • Simulate how changes in product performance or labeling will change a forecast between base, optimist and pessimist cases
  • Create prescription-based physician and patient segments that reflect brand use
  • Forecast how multiple events will reshape markets over time, in terms of share and value drivers
  • Characterize how prescribers respond to cost-related feedback from pharmacy, payors, and patients