Intellus Worldwide Institute 2018
Location: President’s Ballroom V & Foyer
(Poster sessions are during lunch)
Monday, October 1, 12:15 PM – 1:15 PM
Tuesday, October 2, 11:30 AM – 1:30 PM
Ellen J. Gordon, Ph.D., Senior Vice President and Head of Research, RG+A
Julie DiPopolo, Ph.D., Associate Methodologist, RG+A
In competitive markets, customer bias frequently distorts how messages are received and how they affect buying behavior. Prescribers can behave in a similar way regarding how they evaluate product attributes. For example, prescribers who value safety might not prescribe a specific brand despite a demonstrable benefit on an important side effect. Other times, you may see high ratings for a product across all attributes even though clinically it only demonstrates a significant benefit in one measure.
Why does this happen?
Like all of us, physicians also use strategies to simplify their decisions when evaluating medicines. Experience can lead them to minimize some differences across brands while maximizing others. While we like to assume that our survey respondents are rating each attribute on its own merits, the reality is that halos and themes often come into play. This bias can carry over to survey research, leading to product attributes that fail to measure one thing and one thing only.
When prescribers think about product performance as a single dimension, this is a theme. For example, I believe a medicine is efficacious overall but do not value any one efficacy measure over another. When prescribers generalize across dimensions or brands, this is a halo. For example, I value a product due to its strong efficacy performance and will rate it highly across all product attributes.
This poster will rely on domestic and international case studies to demonstrate:
- How to identify whether halos and themes are present in data
- How to account for halos and themes in research and
- How to understand their impact on product use