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